GCR/Oglivy
Introducing
Do you know a friend who could really use a job here?
Recruit them for a job in the world's happiest place and win a trip to visit!
the story
behind the campaign
The Greater Copenhagen Region, comprising eastern Denmark and southern Sweden, is renowned for its exceptional work–life balance, a culture founded on trust, flat hierarchies, and ample time for friends, family and hobbies after work. With a 37-hour workweek and a minimum of five weeks of paid vacation, people here enjoy a balance that allows both their careers and personal lives to thrive.
And we want everyone to benefit from these conditions.
Through the Friend Recruiter Program, we invite individuals to recruit a friend who doesn’t love their current job to the region.
The mechanics are simple:
Sign up to become a Friend Recruiter and share your job-unhappy friend’s email (with their consent, of course), and all that the recruited friend has to do is check out their career possibilities via our Career Portal (and hopefully find the job of their dreams right here in the region)
And the best part is that both the recruiter and their referred friend automatically get the chance to win a trip to the region, offering them a glimpse of what their new everyday life could be.
Campaign Materials
Press Release
Case film
Video credit: Oglivy Denmark
Awards Won

Silver Lion in the category "Challenger Brand"

Creative Circle Award in the category "Advertising & Digital Advertising - Digital Campaigns"
Shortlisted

In the category "Digital Branding"

Creative Circle in the categories "Advertising & Digital Advertising - Earned Media" and "Advertising & Digital Advertising - Promo & Activation / Digital"

Cannes Lion in the category "Consumer Services / B2B"
Why Friend
recruiter program
"It’s no coincidence that Copenhagen is ranked as the happiest place on earth. With our unmatched work-life balance, a 37-hour work week, five weeks of paid vacation, and flat hierarchies, we believe this holiday season is the perfect time for people to rethink their career choices, and maybe even their life.”
Asbjørn Overgaard
Spokesperson for the Greater Copenhagen Region
Maria Hardenberger Sverka
Marketing Director
Get in touch
This campaign was brought to life in collaboration with Oglivy Denmark and financed by Københavns Kommune.

