Lars Holling
Managing Director Consulting at Serviceplan Campaign
Hamburg, Germany
TitleWe hold a mirror up to this world.
BriefThe idea: An integrated campaign that gives people orientation, highlights perspectives and inspires reflection. The motto: ‘We hold a mirror up to this world’ – a clever bilingual play on words: In German, SPIEGEL means mirror. The campaign confronted the powerful with their responsibility – in film, print, OOH and online.An online and cinema spot shows the dramatic reality – and unsettles and shocks. Motifs in print and OOH illuminate current events from various perspectives – with mirrored versions of editorial photos. In the digital world, the campaign unveils its full power where otherwise fake news poisons the social climate. A landing page on spiegel.de as well as social ads on Facebook and Instagram offered orientation and different perspectives.The campaign sparked an intensive discussion in Germany – online and offline. The result: over 23 million contacts, 32 million media impressions and more than 10,000 comments.
Agency
Campaign New Spiegel Online
Advertiser Der Spiegel Verlag
Brand Spiegel Online
PostedDecember 2020
Business Sector Newspapers, Magazines, Books
Story An integrated campaign that gives people orientation, highlights perspectives and inspires reflection. The motto: ‘We hold a mirror up to this world’ – a clever bilingual play on words: In German, SPIEGEL means mirror. The campaign confronted the powerful with their responsibility – in film, print, OOH and online.An online and cinema spot shows the dramatic reality – and unsettles and shocks. Motifs in print and OOH illuminate current events from various perspectives – with mirrored versions of editorial photos. In the digital world, the campaign unveils its full power where otherwise fake news poisons the social climate. A landing page on spiegel.de as well as social ads on Facebook and Instagram offered orientation and different perspectives.
Problem Trump, the climate catastrophe, growing populism, the refugee crisis – today’s news is more chaotic than any TV show. Nobody knows what to believe anymore. In these times, DER SPIEGEL wanted to strengthen its role as THE German news brand offering reliability and orientation.
Result The campaign sparked an intensive discussion in Germany – online and offline. The result: over 23 million contacts, 32 million media impressions and more than 10,000 comments.
Media Type Case Study
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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