Dienst macht Fortschritt
Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities and Campaigns
Credits
Company / Customer
Agency / Design
Details
The campaign for the employer brand of the Free State of Thuringia, “Dienst macht Fortschritt,” drew attention to careers in public service and the new job platform karriere.thueringen.de in an unconventional, non-administrative way. It appeared on out-of-home placements in the metropolitan areas of Erfurt/Jena/Weimar, generating over 2.5 million gross contacts in spring 2025. Alongside the rollout of the visuals across social networks, an interactive “Dingsda”-style job-guessing format boosted engagement. The spots voiced by children aired on Thuringia’s largest private radio station, ANTENNE THÜRINGEN, reaching 43.8 % of the population.
The Jury‘s Statement
Where public sector employer communication often remains tied to administrative language and familiar imagery, Samt & Seidel creates a clear break for the Free State of Thuringia with "Dienst macht Fortschritt" ("Service drives progress"). The campaign gives the existing brand core a fresh, contemporary expression and directs it precisely towards young talent. Reduced typography, pointed humour and cross-media activation consistently channel attention to the careers portal and reposition public service as an employer in a way that feels newly relevant and accessible.
