In case of injustice
Our research showed that many Berliners care deeply about the issues covered by The Guardian Weekly – Berlin has around 5000 demonstrations per year. So to be culturally relevant, we needed to show that reading the Guardian weekly, a magazine filled with facts, ideas and solutions – is the best way to understand the issues, connect the global dots and to act
The Challenge
Having identified Germany as a growth market, we knew we had to focus our limited budget to maximise the impact. We chose Berlin for their highly educated, English speaking audience who share our progressive values and match the wider Guardian Weekly target audience profile.
The Idea
If Berlin is a city of taking to the streets to draw attention to a message, we would do likewise. We ran an experiential special build for ten days on Berlin’s Warschauer St. – carefully selected for its liberal history – that invited curious Berliners to take arms against these global troubles. I using the ‘in case of emergency’ box we invited passers-by to become active participants, reacting to the overwhelming state of the world. In doing so they experienced how reading The Guardian Weekly – a magazine filled with facts, ideas and solutions – is the best way to understand the issues, connect the global dots and act. This feeling was amplified with wider fly-poster activity across 1,800 walls, lending the campaign a sense of grassroots energy and vitality, pluss 100 town boards, 25 info screens in tube stations, and even some point-of-sale – which all ran for a month city-wide.
