Johanniter-Unfall-Hilfe Erzgebirge Brand-Kampagne
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Credits
Company / Customer
Details
Image campaign to increase visibility and perception as premium care, with the indirect goal of winning new clients (for available care places in the Erzgebirge region), which can also be extended to recruiting activities. In this context, the existing claim "Aus Liebe zum Leben" was enhanced for the first time and fully elaborated under the overarching campaign theme "Gepflegt leben". As part of this, the visual language was modernised and infused with more emotion. The core idea was then adapted to various channels (from OOH and social media through to vehicle branding).
The Jury‘s Statement
Where care communication often remains functional and interchangeable, Raphael Grützmann Kreativdirektion positions Johanniter-Unfall-Hilfe Erzgebirge around dignity, privacy and self-determination. With the guiding idea "Gepflegt leben" ("Living well cared for"), an existing claim is developed into a sustainable campaign logic that precisely aligns imagery, tone of voice and messaging. Its extension across analogue and digital touchpoints, and into recruitment, anchors the care service as a distinct part of the brand in everyday regional life.
