Ich will das ganze Bild – Relaunch-Kampagne DuMont Reise-Taschenbücher

Description

The excerpt as the core of communication: This is the creative concept behind the relaunch campaign for DuMont travel guides. The unusual front-page designs and intriguing incompleteness embody the immense power encapsulated by the title of the campaign as the appeal of an intellectually discerning reader: »I want to see the whole picture.« With print and social media campaigns, a POS concept and sales folders, we created an attractive package that is guaranteed to awaken wanderlust.

Statement of the jury

The campaign »I want the whole picture« cleverly plays with the fact that covers can only ever show a part of reality. Only those who travel to the respective country themselves get to see the whole picture. The campaign motif expands the space around the cover to a larger image that shows the wider scene, thus perfectly complementing the claim. An intelligent campaign concept with high emotional potential, and one that awakens wanderlust.