World leaders apologise from the future

Greenpeace is running a campaign at Copenhagen airport in the run up to the UN Climate Change Conference in the city next week…

This is one of several Greenpeace-commissioned ads that have just been revealed in and around Copenhagen airport in the run up to the 15th United Nations Climate Change Conference (COP15) that takes place in the city next week…

The ads all feature a doctored image of a current world leader – so that they look about ten years older – apologising from the future (2020 to be precise) saying, “I’m sorry. We could have stopped catastrophic climate change… We didn’t.”

“It’s an apology from the future aimed at putting pressure on  – and just maybe making these world leaders think twice about the consequences of their action or inaction now,” explains the writer of the ads Toby Cotton of new agency Arc Communications.

“The brief from Greenpeace International was simple,” he continues, “to put pressure on world leaders to create a fair and binding agreement at Copenhagen.”

Here is a selection of the ads in situ in Copenhagen airport featuring Nicolas Sarkozy (France), Gordon Brown, (UK), Stephen Harper (Canada) and Luiz Inacio Lula da Silva (Brazil)…

Agency: Arc Communications
Concept, design, creative direction: Toby Cotton
Photo research: Karen Guy
Airport photos of the ads in situ: ©Christian Aslund/Greenpeace

Image credits (original photography before the ‘aging’ effects)
Sarkozy image: oaø (flickr)
Obama: ©SEIU International (flickr)
Tusk: ©bartheq (flickr)
All the other original photos: from Hollandse Hoogte photo library


What's the story?

The Storytelling issue, Oct/Nov 2017, is out now.
We invited writers to respond to our cover image
this month: read their stories inside.
PLUS: Tom Gauld, Oliver Jeffers, Giphy & S-Town

Buy the issue

The Annual 2018

The Creative Review Annual is one of the most
respected and trusted awards for the creative
industry. We celebrate the best creative work from
the past year, those who create it and commission it.

Enter now


South East London


Burnley, Lancashire (GB)