How can a rather unknown energy company spark a nationwide debate about a controversial topic crucial to our environmental future? How do you successfully drive attitudinal and behavioral change?

We chose to use a comprehensive and highly integrated media strategy using multiple channels and touchpoints from museum exhibitions, talks, public debate, social media, and Instagram filters to giant billboards, OOH, TV and print. In only 8 weeks 24% of people exposed to the campaign became more positive towards wind energy, and Andel's unaided awareness increased by an impressive 67%.

Climate change and rising sea levels are Denmark's biggest threats to our flat landscape. For the sake of protecting it, the Danish government decided in 2022 to quadruple the amount of energy produced from renewable sources towards 2030. A decision that means the country must install 16 new wind turbines every month, for seven years.

However, there was a problem. Wind farm projects were continuously stopped due to local protesters, leading to a staggering reality: All projected wind farms were put on hold, and zero wind turbines were to be installed in 2023. The main reason for this? Some people don’t believe we should change the landscape and wind turbines will ruin the views.

Andel - Denmark's leading energy provider with a mission to accelerate the green transition - set out to activate a nationwide debate about wind power and let the Danes experience what Andel is all about.

Danish legislation means that the politicians in the individual municipalities have the right to veto the establishment of large, green infrastructure projects. When a wind farm project meets just a little local opposition from the people, politicians become nervous and are reluctant to approve the project for fear of losing reelection. That resulted in staggering reality: All projected wind farms were put on hold, and Zero wind turbines were to be installed in 2023.

We wanted to spark a debate and challenge the Danes’ outdated conception of a beautiful landscape versus the environmental challenges it faces. Our powerful idea became a powerful question: Is Danish beauty as it has been depicted for a thousand years or is it time for a change?

We turned to the most iconic Danish landscape depictions - painters, every Danish child learns about at school and got experts to update them in the exact original style with what is needed to protect the picturesque landscape in the future: Wind turbines.

Under the title “Danish Beauty Remastered” the updated paintings could be experienced in one of Denmark's most prestigious art museums, The Hirschprung Collection.

Danes were also confronted with the updated depictions through a comprehensive, integrated nationwide campaign, that highly involved and confronted the Danes with the updated depictions, and one of our most pressing predicaments facing a sustainable future.

We knew from research that 81% of Danes favor more wind turbines - even in their own backyard. This was in huge contrast to the fact that wind turbine projects were continuously stopped due to local protests, revealing that is was in fact a loud minority that was obstructing the green transition. A provocative campaign was needed to engage the wind power protesters, as well as get the huge majority of wind power supporters to join the debate. This would show both local politicians and protesters that wind power had widespread support in Denmark.

To achieve this, we utilized the historically significant depictions of the Danish landscape that are close to the Dane’s hearts and cultural identity to confront the Danes with the change needed to achieve a sustainable future. We knew that updating the famous paintings would provoke the deep emotional response needed from the target audience.

Under the title “Danish Beauty Remastered” the updated paintings could be experienced at one of Denmarks most prestigious art museums, The Hirschprung Collection.

A nationwide campaign on both TV, social media and outdoor also confronted the Danes with the updated paintings, challenging the outdated view of the Danish landscape.

On social media, local paintings even geo-targeted the original places they depicted. An Instagram filter made it possible for people to experience all paintings of landscapes with wind turbines and talks nationwide were held to further activate the debate.

“Danish Beauty Remastered” had an overwhelming impact and outperformed all targeted KPIs. 24% of people exposed to the campaign are now more positive towards wind energy. And Andel's unaided awareness increased by 67%.

The campaign registered 27.5 million views and achieved an impressive engagement rate on social media 400% above industry benchmarks. People exposed to the campaign spent 42 seconds with the content.

Major news outlets picked up on the campaign and entered the debate:

•“Wind turbines aren’t just a beautiful but a necessary part of our landscape” (Ekstra-Bladet).

•“The standstill in our green energy production might be found in our romantic landscape depiction” (DR)

•“This year’s most successful advertisement piece (Politiken)

Even the Danish poster museum asked to implement the campaign in their permanent exhibition: “We think your campaign is a valuable capsule of our times that will be interesting for future generations to look back on."