HAVE A/S - Best Municipal Event

Company: HAVE A/S, Copenhagen, Denmark
Company Description: Three decades worth of experience have made Have Communications one of the leading communications agencies in Scandinavia, and over the course of a year we handle 150 projects. Our client list is versatile, and our main fields of expertise are development of storytelling, strategic development of brands, experience-based communication, and direct media contact.
Nomination Category: Event Categories
Nomination Sub Category: Art, Entertainment & Public - Municipal Event

Nomination Title: #DrawWithDenmark · HAVE & Viborg Municipality, Denmark

The date on which this nominated production was first presented:
A virtual event, which was launched on January 21, 2021: Children making drawings that give hope to other children all over the world, who have suffered because of COVID-19.

How can Viborg actively demonstrate what it means to be a UNESCO Creative City?

In 2019, Viborg earned this esteemed title – after three decades of continuously establishing itself as an internationally recognized creative hub, specifically within animation and other visual communication.

On December 14th 2020, HAVE's founderChristian Have has a clear message for Viborg: “Don’t tell it —show it.”

It’s clear that Viborg should communicate itself as a Creative City through visual communication.

This leads to Viborg launching a campaign entitled “Draw Hope”, which encourages children to make drawings that give hope to other children all over the world who have suffered because of COVID-19.

Initially, the campaign is simply going to be part of 'Danmarks Indsamling' – an annual and national charity event, whose 2021 edition Viborg would be hosting on February 6.

But in mid-January, Viborg senses that the campaign might have international potential. As such, the UNESCO headquarters in Paris are approached, and they respond positively – leading to UNESCO encouraging all of its 246 Creative Cities to partake in the campaign.

On January 21st, the campaign is launched. Internationally, it becomes known as #DrawWithDenmark.

Each day, a new drawing challenge is presented on social media. Themes include the following:

Draw a superhero battling the Coronavirus
Draw a cool piece of armor that can stop COVID-19
Draw a gift you would like to present to another child

Within days, drawings start to arrive from all over the world, including Wuhan in China, Morocco, Colombia, Portugal, Bulgaria, Dubai and York.

HAVE handles the PR accompanying the growing success of the campaign, assuring coverage in multiple national media outlets, including the most significant evening news show, TV Avisen.

The campaign gets extended twice from its original 12-day duration to a month and a half, culminating on March 11th –the anniversary of Denmark’s nationwide COVID lockdown. By then, more than 3,100 drawings have been submitted from 33 different countries.

On top of that, HAVE pitches an ambitious idea: Why not have the National Gallery in Copenhagen do an exhibit with the drawings? It’s a long shot, but the National Gallery goes for it – and starting on March 26th more than 400 of the drawings are projected onto the side of the National Gallery building in Copenhagen.

After this, international interest explodes:

Cities in China, Italy and the UK have all expressed an interest in exhibiting the drawings
UNESCO wishes to do so for the General Assembly in Paris in November
The Danish Ministry of Foreign affairs have encouraged all Danish embassies around the world to share stories about the campaign
In April, BBC radio and television did stories on the campaign
An educational book about the drawings is in the works
More exciting offers are arriving each week

Reach: 1 million via social media connected to Viborg+partners + many more in the 33 countries

Through its partnership with HAVE, Viborg managed to do exactly what it set out to do:

Demonstrate to the world what it means to be a UNESCO Creative City:

Using creativity to generate positive change in a way that makes the world come together.

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

HAVE, a communications agency, led by founder Christian Have, andViborg Municipality, Denmark.