When Søren Pape Poulsen became leader of the Danish Conservative Party in 2014, he was still an unknown face to most Danes. The party needed to regain its footing — and the new leader had to be introduced to an entire country.
Under the headline ”Closer to everyday life” (Tættere på hverdagen), we helped define the campaign's KPIs — closer to lower taxes, closer to a stronger police force, closer to a safer housing economy and closer to brighter schoolchildren — and turned them into an out-of-home campaign.
The campaign also produced an unexpected side assignment: the party leader had been photographed in Aalborg wearing a black hoodie — an expression far removed from the party's visual identity. We therefore developed a personal style guide with recommendations for wardrobe and clothing brands — understated or entirely without logos, in a classic conservative look — so the leader's appearance supported the party's brand.
Søren Pape Poulsen passed away in 2024. The campaign remains a picture of the beginning of his time as party leader.
