– Brandenburg / Scholz & Friends / 2023
The campaign "Beautiful Places Don’t Need Beautiful Names" took a bold branding approach: instead of idyllic postcard imagery, it confidently put towns like Kotzen, Motzen, and Ranzig at the center of the conversation. With just a single billboard placement in Berlin, a viral wave was set in motion:
336,000 contacts on site, over 4 million online impressions through coverage in major media outlets including Tagesspiegel, Berliner Zeitung, W&V, and taz. The campaign even made it onto national television as a quiz question on “2023 – Das Quiz” with Kai Pflaume on Das Erste.
Personal note – As the lead Art Director on this project, it was rewarding to see how a simple, clever idea can create real impact. This campaign is a perfect example of that: one well-placed billboard, executed quickly and with a bit of luck, gained unexpected momentum. You don’t always need massive budgets or elaborate media plans to make something work — sometimes, one good poster can do the job.
