Employment has never been higher in Germany. But not everyone is happy. Is work really our religion? In 2015, Frankfurter Rundschau critically scrutinized this meaning of life in a multi-week thematic-focus. This is one of four scheduled special editions, which is accompanied by an exceptional marketing campaign.
We advertise the „work“-product-campaign for the national daily newspaper in the Hessian readership base and beyond, in cities like Hamburg or Berlin. The ties motif, designed by the Agency Zum Goldenen Hirschen, is a wake-up call. It condenses a variety of keywords from continuous news reporting into the symbolic work motif.
Cosmopolitan, opinion-forming and socially conscious adults, from students to retirement age come across the campaign with its typical fresh FR-green in buses and suburban trains as well as outdoor advertising spaces. At the same time, online, Facebook and mobile advertising measures provide for a high recognition value.