— PROJECT NAME
Welt, bleib wach.
— ROLE
Strategy
Concept
Art Direction
Creative Direction
Branding
— DATE
2019 – 2024
One in four no longer reads. Netflix, Instagram and the like are tugging at our attention everywhere. That’s why we developed a new brand positioning and a new 360-degree brand presence for Thalia. The claim “World, stay awake” sums up the brand’s mission: to prevent our heads from dozing off with valuable content and more depth.
The new brand identity was rolled out across all relevant traditional and digital channels for Germany and Austria.
The campaign also encourages more depth on the social web and establishes Wednesday as a reading day.
We held up a mirror to the smartphone generation with provocative projections. The campaign ended for some colleagues with the disclosure of their personal details. And with 7.8 million unpaid contacts through pure PR reach, plus 1.1 million contacts on social media.
“Welt, bleib wach” is also being published as a book. An encouragement to read, in which well-known authors such as Sebastian Fitzek, Martin Schulz and Philipp Lahm write about why reading is so important for us and our society.
Democracy faces a challenge in the 2019 European elections: growing disenchantment with politics and a voter turnout of less than 50%. In line with the brand claim “World, stay awake”, Thalia is getting politically involved for the first time and using its own reach to get Europe a few votes.
With striking words on posters, in social media and at the PoS, Thalia gives Europe a voice and doesn’t mince its words.
Thalia’s commitment to Europe is polarizing. A few are threatening to boycott, many think it’s great. The net is talking about politics – and about Thalia.
contact
+49 151 22 66 01 87