3: PRINT, OOH (Print campaign (2-6 executions))
We hold a mirror up to this world. - DER SPIEGEL
|Title of Entry:||We hold a mirror up to this world.|
|Entrant Company:||SERVICEPLAN GERMANY|
|Creative Agency:||SERVICEPLAN GERMANY|
|Creative Director:||Leif Johannsen, Patrick Matthiensen|
|Art Director:||Sarah Mosbacher, Jonas Carstens-Juretzka, Stefanie Hilker|
|Copywriter:||Nicolas Egeler, Max Seidler|
|Account Manager:||Ann-Kathrin Frohloff, Lennard Bahr|
|Date of Release:||2020-01-08|
|Notes:||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.
The idea: A print campaign that stands up to the chaos of our times, highlights different perspectives and inspires people to reflect. The motto: ‘We hold a mirror up to this world’. A strong sentence which also contains a clever play on words: SPIEGEL means mirror in German. Editorial photos show the current events of today. Vertical mirroring splits the motifs into two halves and gives them a new context: because each theme has a second side to it that needs to be illuminated.
The visually striking motifs invited to pause and reflect. In this way, our print campaign managed to give the observer a new view of things with each ad.
|URL Link (optional):||https://www.spiegel.de/der-neue-spiegel/|
|Other Credits:||Alex Schill, Global Chief Creative Officer|
|Other Credits:||Lars, Holling, Managing Director|
|Other Credits:||Christoph Köhler, Managing Director, NEVEREST|
|Other Credits:||Katrin Habermann, Producer, NEVEREST|
|Other Credits:||Marc Hartmann, Editor|
|Other Credits:||Susanne Nagel, Art Production|
|Other Credits:||Jonas Ellerbrock, Florian Schmucker, Managing Director, POP Postproduction|
|Other Credits:||Simon Heeger, Christian Vorländer, Ruben Norg, Composer, 2WEI|
|Other Credits:||Fabian Cordsmeier, Producer, nhbNEXT|