Brandenburg / Scholz & Friends / 2022
Brandenburg is the German state with the highest number of newcomers. And it has been for several years. That's why the negative Berlin saying "janz weit draußen" (far out) became "jeder will dahin" (everybody wants to go there) – jwd. To establish this, a music video was created with a typical Brandenburg personality - Finch.
Personal note – As an Art Director on this project, working on a campaign that turns the cliché of Brandenburg being “janz weit draußen” into “jeder will dahin” was both fun and refreshing. Creating such a unique song and music video with Finch for a place often seen as quiet or “boring” proved that with the right idea, any brand – or even a federal state – can show its bold and unexpected side.
