KI-Anwendung 250 Jahre Caspar David Friedrich
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Details
In 2024, Germany celebrated the 250th birthday of Caspar David Friedrich, one of the most influential painters of the Romantic era. To raise awareness, a campaign using modern technology invited users to explore the future of Destination Germany through an AI tool. Visitors could create their own “future image” inspired by Friedrich. A text-to-image AI generated artworks in his romantic style, drawing on themes of solitary mountains, mystical ruins, stormy coasts and the human figure as a quiet observer.
The Jury‘s Statement
Cultural anniversaries in tourism communication often remain at the level of mediation and remembrance. Deutsche Zentrale für Tourismus takes a different approach: it combines Caspar David Friedrich’s visual world with an AI application that generates personal images of the future, enabling individual participation rather than mere reception. The design uses the Romantic reference framework with precision, without drifting into the decorative; the execution lowers the threshold for interaction through guided user flow and shareable results. This creates a campaign that brings together cultural relevance, brand profile and digital distribution in a plausible way.
