Creating an international talent attraction campaign
The Danish Machine
How do you tell a compelling story that attracts international talent to Denmark?
Copenhagen Capacity assists companies based in Denmark with attracting international talent under the place brand State of Denmark.
Caroline Thing Lundsteen, Senior Marketing Manager at Copenhagen Capacity
"COPUS quickly understood the purpose of our campaign and they executed our idea with great efficiency. We are very happy with the final product – a beautiful campaign film."
COPUS helped State of Denmark attract international talent, by creating the campaign ‘The Danish Machine’.
01
Background
In April 2022, State of Denmark wanted to develop and produce new and inspiring content – speaking directly to their target group and elevating the State of Denmark brand. COPUS was hired to create a talent attraction campaign mainly targeted at international engineers.
02
Approach
Together with production partner, Daniel Debes, COPUS developed a treatment with a fitting creative direction and storyline. We recruited international engineers working in Denmark to create an authentic and relatable campaign – a story based on real people and real lives.
03
Goals
The overall goal of the campaign is to attract international and highly-skilled engineers to Denmark now, and in the years to come.
04
Outcome
The campaign is an inspiring story of how Denmark is a well-functioning democratic and highly digitalized society with a strong welfare system. In other words, a smooth well-oiled Danish machine.
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