Future to Go. Auf jeden Kopf passt ein Deckel!
Winner
Excellent Architecture
Fair and Exhibition
Details
IHK and HWK asked us to develop branding and campaigning for the Düsseldorf pop-up store for apprenticeship recruitment. With the »Future to Go« brand, we show that there is a suitable apprenticeship place for young people – regardless of their origin, appearance, gender or sexuality. The campaign »Auf jeden Kopf passt ein Deckel« communicates this in a contemporary and unambiguous manner. TV stations, newspapers, politicians and celebrities were enthusiastic and provided unpaid reach.
The Jury‘s Statement
The idea of making the distinctive to-go cup with lid the central design element of the campaign is original and creates a high level of recognition. The young design language picks up the target group at eye level and, with its sympathetically optimistic message, inspires courage instead of fear.
