Abus Kran das!
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Credits
Company / Customer
Agency / Design
Details
ABUS Crane Systems stands for engineering quality “made in Germany” – with personal advice, its own crane factory, decades of expertise, and service technicians always nearby. For the advertising campaign, we linked precisely these company attributes with the world of crane systems and developed a central, bold brand promise: “ABUS Crane that!” A self-deprecating message that sums up the brand's performance strength – and shows that engineering can also be entertaining. With a little twist, “kann” (can) becomes “kran” (crane) – and language becomes an attention-grabbing brand moment with a wink.
The Jury‘s Statement
In the technically driven B2B environment, ABUS had long lacked communication that did not merely explain expertise but anchored it in the brand. With "Abus Kran das!" ("ABUS can crane that!"), a concise linguistic twist becomes the central campaign idea, bringing together proximity, performance ambition and self understanding. The reduced design ensures rapid comprehension across different touchpoints, from adverts to digital formats and internal applications. This consistently maintained framework creates a brand statement that differentiates externally and fosters identification internally.
