Make Berlin Your Home. And Register. Campaign

Regarding the fact that Berlin has way more inhabitants than official figures report, the campaign „Mach Berlin zu deiner Heimat. Melde dich an.“ (Make Berlin your home. And register.) asks all new Berliners to register here. Young people like college students are in special focus of the campaign since they make the majority of unregistered residents. The colorful typo-posters display a big contrast to the previous design of Berlin’s marketing campaigns, on purpose. The campaign speaks to its recipients in a humorous, sometimes rough tone and in a straightforward way – the typical „Berliner Schnauze“. Short headlines tell stories about young life in Berlin and address the readers with the subline „Mach Berlin zu deiner Heimat. Melde dich an.“ to officially become a Berliner. By integrating the URL on the posters, people are directed to the city’s service portal. The goal of this campaign is to increase the number of official citizens and therefore receive higher budget funds that will benefit all the Berliners. Six different typo-posters are going to be displayed in an out-of-home campaign mostly around Berlin’s universities. The posters are extended by online banners, facebook and instagram ads. More actions regarding print, such as catposters and postcards are planned for February and March 2018. The campaign is a project by Berlin Partner in cooperation with the Berlin Office of Senate. The strategic creative agency dan pearlman Group was responsable for the concept, the design and the realization of the campaign. The creative minds of spring • brand ideas, which is part of the dan pearlman Group, worked on this project under the management of Marion Heine (founder & CCO) and Levent Akinci (founder & CEO). Texts and designs were created by Conrad Menzel (Senior Copywriter) and Sophie Schiewe (Art Director). Sophia Bütow (Account Manager) and Marco Otten (Account Manager) managed this project.