Thüringen. Wo Freiheit lebendig wird.
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Credits
Company / Customer
Details
With the campaign “Freedom 2025”, Thüringer Tourismus GmbH translates a historic anniversary into a modern travel promise – and proves that even seemingly weighty topics can be told in an inspiring way. The occasion is the 500th anniversary of the German Peasants’ War. The central idea delivers the decisive twist: the letters of the word “FREI” form a stage on which Thuringia’s freedom becomes tangible – from nature and art to the history of democracy. With around 50 million impressions and more than 500,000 interactions on social media, the campaign was one of the most successful in the history of Thuringian tourism.
The Jury‘s Statement
Communicating a historically sensitive commemorative year in a tourism context requires more than a good story. For Thuringia, Diemar, Jung & Zapfe develops a clear campaign idea from the motif of freedom, linking past, present and reason to travel. The FREI system works as a distinctive visual platform with high recognition value and carries the message consistently across all channels. The project shows its particular strength where a complex subject is translated into differentiating, broadly deployable brand communication.
