| Title | Hundreds Thousands Teens/ Millions Adults |
| Agency | Serviceplan Campaign |
| Campaign | New Spiegel Online |
| Advertiser | Der Spiegel Verlag |
| Brand | Spiegel Online |
| Date of First Broadcast/Publication | 2020 / 1 |
| Business Sector | Online Press, Media & Information |
| Philosophy | The focus of the creative implementation is to take up topics of current affairs and to look at them from different perspectives |
| Problem | The new brand communication follows the SPIEGEL DNA: like no other German media brand, DER SPIEGEL stands for independent investigative journalism. It enables its readers to look behind the façade of the superficial news world, provides background information and classifies. Thus, it holds up a mirror to society and confronts the leaders of this world with their actions. In a clever double entendre, the campaign plays on the meaning of ‘Spiegel’ (Mirror), by mirroring major news stories visually. |
| Media Type | |
| Advertising Manager | Christine Ortin |
| Advertising Manager | Anja zum Hingst |
| Creative Managing Director | Leif Johannsen |
| Creative Managing Director | Patrick Matthiensen |
| Managing Director | Lars Holling |
| Consultant | Ann-Kathrin Frohloff |
| Consultant | Lennard Bahr |
| Strategist | Sarah Perlick |
| Strategist | Kathrin Kaufmann |
| Art Director | Jonas Carstens-Juretzka |
| Art Director | Sarah Mosbacher |
| Art Director | Stefanie Hilker |
| Copywriter | Nicolas Egeler |
| Copywriter | Max Seidler |
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