Regionalentwicklungs-Kampagne Strukturwandel
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
Due to the end of lignite mining, Eastern Saxony will need to reinvent itself. Taking the challenge in stride, the region’s citizens are coming up with solutions. In tight collaboration with the Saxon Ministry of Structural Development a campaign gave voice to those who are already leading the charge. They counter clichés with high spirits and arguments for a brighter outlook. A series of films easily keep up with the viewing habits of our target group and strike a witty tone seldom heard by an institution. Facts and figures support the statements.
The Jury‘s Statement
The campaign impresses with its strategic clarity and outstanding connection between regional identity and forward-looking perspectives. By placing authentic local actors at its center, it successfully transforms the challenges of phasing out lignite into powerful, positive narratives. Particularly noteworthy is the creative staging, which uses the deliberate contrast of nostalgic style and modern themes to leave a strong visual and emotional impact. The multimedia implementation and concise messaging create a consistent and inspiring communication that effectively resonates with the target audience.
