Welcome to THE LÄND
With the aim of attracting international skilled workers, Baden-Württemberg reinvented itself. With an image campaign that promotes the federal state worldwide as "THE LÄND," an attractive place to live and work. By using guerrilla marketing, online experiences, an internationally successful web series and much more.
Outspokenly international: THE LÄND
Shortly after the launch, THE LÄND went viral. Companies, institutions and fans from all over Baden-Württemberg shared their own creations in the style of the campaign. THE LÄND became the topic of conversation throughout Germany and created waves of PR-buzz. And in India and the UK, it won the hearts of many professionals. Overall, the campaign generated a media value of around 5.4 million Euro in the first campaign year alone – and an overall 82% positive campaign perception.
Scope of work
Media & Data
To all the fabulous juniors
who were bubbling over with creativity
All talented midlevels
who have worked their ***** off
The amazing seniors
that have survived all the feedback loops
All creative directors, head ofs and managers
who fought for the ideas and strategies
And last but not least the managing directors
who also got a chance to speak