Strategy and creative brand direction for the German Socialist Party's presidential campaign, from the project's pitch phase in 2020 to the elections in September 2021. Working on brand and campaign strategy and concepts, copywriting, campaign identity and voiceovers. Done together with agency BrinkertLück.

SPD_OlafScholz_KeyVisual-Hoch1.jpg
SPD_OlafScholz_KeyVisual-Hoch1.jpg
SPD_OlafScholz_KeyVisual2.jpg

We managed to completely shift the party's public perception, taking it from a third place coalition option, if any, to a leading position like it hadn't been for the last decade. A full brand reset thanks to a strong and thought-through strategy and an effective and daring election campaign.

A new party claim was presented to launch the party's presidential programme, kicking off the campaign at the beginning of 2021 and putting the voter in the center of their efforts going forward ("Zukunft" & "für Dich"). Bold, personal and direct – a new era for the party. Claim created together with Raphael Brinkert.

SPD_SozialePolitikFuerDich.jpg

SOME CAMPAIGN EXAMPLES

 

Cross-media examples of the campaign, which was generally based on bold and entertaining statements, specific facts and clear and quantifiable promises and a very unified and eye-catching visual identity; all of which lead to the success of the campaign. 

PHOTO-2021-07-07-00-08-33.jpg
PHOTO-2021-08-12-23-33-54.jpg

CAMPAIGN COMPARISON AND PRESS EXAMPLES

 

The effectiveness of the campaign was due to its clear messaging and visual strength.