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06.10.2012

 

DIE WELT newspaper campaign: the thought-provoking cross-media brand promotion by the OLIVER VOSS agency on GoSee

CREDITS / DETAILS

OLIVER VOSS for DIE WELT

Client: Die Welt
Advertising Agency: Oliver Voss
Creative Director: Till Monshausen
Illustration: Top of the Hill & Typeholics, Hamburg

The campaign for popular daily newspaper DIE WELT, published by Axel Springer, is currently all over Germany. The colourful illustration images really pop out during the indecisive weather’s mood swings in autumn.

The campaign claim is a clever play on words - ‘DIE WELT gehört denen, die neu denken’ (DIE WELT (the newspaper title and meaning ‘the world’ in German) belongs to people who think in a new way). The core of the campaign, which was developed and created by the Oliver Voss agency, Hamburg is formed of six motifs in a screen print style.

The motifs will be promoted online, in print and as posters until late October. The campaign is accompanied by radio, TV and cinema commercials featuring the voices of WELT contributors Henryk M. Broder and Benjamin von Stuckrad-Barre.

Oliver Voss comments on the campaign: ‘DIE WELT has been working with the slogan ‘Die Welt gehört denen, die neu denken’ (DIE WELT (the newspaper title and also meaning ‘the world’ in German) belongs to people who think in a new way) for many years and refers to it on a daily basis. DIE WELT is really aimed at readers who want new opinions and are opposed to clichés. And it also appeals to a readership that uses electronic media as a matter of course – they don’t just want to read DIE WELT in print, but also on an iPad, mobile phone or computer.

This link was ideal for the advertising: since the concept was to be new and innovative. The result is currently on display across Germany and is being further underlined by TV and cinema commercials.’

GoSee is pleased to present the illustration motifs by Rocket & Wink and the accompanying spot. It is great to see how high end illustrations are establishing themselves within the market (also thanks to good lobbying) and are being welcomed with increased popularity amongst clients. And even if we don’t always find it that easy to follow Benjamin von Stuckrad-Barre – perhaps our way of thinking simply isn’t new enough? Whatever, we fully support him when he says it like it is, and breaking free is certainly more our thing than caving in. Besides, ‘clever’ has already established itself as the buzzword in the GoSee office in 2012 anyway.

We would like to let Oliver have the final say: ‘We wanted to create something clear, distinct and new. Moreover, we wanted to consciously differentiate ourselves within the area of communication. Hence we opted for a striking look with bold colours. The iconographic visuals and programmatic headlines capture and truly embody the spirit of DIE WELT’. Like we said, colour therapy: it's hot stuff.


CREDITS
Client: AXEL SPRINGER AG
Agency: OLIVER VOSS Werbeagentur GmbH
Creative Direction: Oliver Voss, Till Monshausen
Art Direction: Till Monshausen, Vicky Walter
Text: Benjamin von Stuckrad-Barre
Producer agency: Georg Ilse
Consultant: Christina Haas
Direction: TOP of the HILL (a collaboration by ‘paul's boutique’ and ‘typeholics’)
Production: Tony Petersen Film GmbH
Producer: Michael Duttenhöfer
Music: DAMIENDAMIEN

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT

OLIVER VOSS for DIE WELT