Hamburg räumt auf! Deutschlands größte Cleanup-Aktion
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
For over 25 years, “Hamburg räumt auf!” has been mobilizing the city. In both 2025 and 2026, more than 90,000 people took part—making it Germany’s largest clean-up campaign. With the brand relaunch by mattrs, what began as a simple clean-up initiative has evolved into a contemporary city movement: humorous, colourful, and approachable. Instead of moralizing, the campaign focuses on positive activation and genuine participation—turning collective action into a visible statement for social cohesion and quality of life.
The Jury‘s Statement
From a long established clean up initiative, mattrs shapes a brand that recodes urban civic engagement. The relaunch replaces appeals and a problem focused perspective with positive, everyday communication and a clearly distinctive visual identity. Humour, colour and an approachable tone carry the idea across multiple touchpoints and make participation accessible in public space as well as in digital formats. Presenting collective action as part of urban identity gives the campaign its particular reach.
