In that sense it may be a campaign in which the cart and the horse are the wrong way around: that is, the creative idea is driving and the strategy is trying to catch up.

The descriptions of all the things that make Copenhagen ‘open’ read like a list of post-rationalisations. They may well be true. But are they genuinely distinct and compelling? Are they unique to Copenhagen in other words. I’m not convinced that they are.

Here’s a test: give the list of things which make Copenhagen ‘open’ to an individual or a group… but removing the city name. Can they, will they identify Copenhagen from the campaign descriptions alone? I doubt it.

There must be many, many reasons to visit or indeed to move to Copenhagen… but is ‘OPEN’ the most powerful? I’m not convinced.

We wouden juist weg van de slogan’s en logo’s en kijken naar de kern van een marketing- en brandingstrategie. Dat wouden zij ook – tot dat ze het grafische ontwerp zagen…

Hoe kunnen men een professionele opdracht vervullen wanneer de opdrachtgever vaak geen kaas heb gegeten van waar het over gaat?