Lars Holling
Managing Director Consulting at Serviceplan Campaign
Hamburg, Germany
TitleHundreds Thousands Teens/ Millions Adults
Agency
Campaign New Spiegel Online
Advertiser Der Spiegel Verlag
Brand Spiegel Online
Date of First Broadcast/Publication
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 Print
Advertising Manager
Advertising Manager
Creative Managing Director
Creative Managing Director
Managing Director
Consultant
Consultant
Strategist
Strategist
Art Director
Art Director
Art Director
Copywriter
Copywriter

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