A short animation fo the campaign which was broadcasted in city's movie theaters and several screens randomly distributed in the streets in city itself.
The campaign itself consisted in leading people towards staying or moving in Germany's least populated area, Saarland.
In a first place, the client targeted students…
The city marketing of Saarbrücken told me to mainly target on students.
As the campus of Saarbrücken is quite set aside of the city itself, I went there and observed the students. In a second step I started a personal survey.
It was obvious these students do definitely need more coffee. My client loved it.
So I started packing the message city marketing wanted to spread on to coffee-to-go cups. Indeed I assume this ain't friendly for any kind of environmental awareness.
In addition to the print work and animation work, I also created a landing-page.
The following animations have been brought to my client in the very beginning, when the question came up, what solution to display in movie theaters.
At this time I was still working on the campaign I called illegalize.saarland and which soon turned into saarland.sucks as a first draft working title.
For those who might wonder, Saarbrücken-City marketing department contacted me, once they came across an quite offensive video I have made for a bank-video-contest (which in the end got awarded by the audience).
They told me, they want something off-beat for their city-marketing. This is why I intended to do an anti-campaign, which was meant in picking up the downsides of the area which was topic to be advertised, turning them into positive (like big amount of prostitution, legalizing marijuana, very bad parking lot situations, and so on…).
Here you see the official press release once the campaign got completed.
