Bundesgartenschau Mannheim 2023
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Credits
Company / Customer
Bundesgartenschau Mannheim 2023 gGmbH
Details
The Federal Garden Show (BUGA) 2023 took place in Mannheim from 14 April to 8 October 2023. The task and goal were to create the "BUGA 23" brand, CI, claim and campaign design for the most sustainable BUGA of all time. The brand communication was convincing in terms of ticket sales, social media and posters and on the BUGA site, enabling the integration of complex themes. The logo combines the regionally recognised square symbolism with the year to create an independent word-plus-image design.
The Jury‘s Statement
The Bundesgartenschau Mannheim 2023 brought a breath of fresh air to classic brand communication and impressively demonstrated how lively and future-oriented an event brand can be. Through an innovative corporate design and a continuously evolving campaign, she was able to inspire her target groups. The creative use of illustrations and photo materials not only created a unique brand experience, but also conveyed the core topics of sustainability and urban development in an appealing way. Mannheim presented itself as the host of the most sustainable BUGA of all time, which exceeded all expectations with over 2.2 million visits and is thus an exemplary example of successful brand communication.
