»Herrlich, dieses Erzgebirge«
Description
With around 17,000 companies and numerous jobs, the Erzgebirge is anything but a structurally weak region. Nevertheless, it suffers from a shortage of skilled workers. A challenge for economic development: the campaign’s intention is to attract qualified specialists via »www.jedemengejobs.de« and to promote the Erzgebirge as a pleasant and friendly place to live. Chocolate-box cliches such as »Wonderful Erzgebirge ... with its loving craftsmanship« are broken down with surprising images.
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Campaign