Spiegel Online - "We hold a mirror up to this world."

Serviceplan Campaign Hamburg, Germany

Awards

3485

Brand: Spiegel Online
Country: Germany

Advertiser: Der Spiegel Verlag

Title	We hold a mirror up to this world.
Brief	The idea: An integrated campaign that gives people orientation, highlights perspectives and inspires reflection. The motto: ‘We hold a mirror up to this world’ – a clever bilingual play on words: In German, SPIEGEL means mirror. The campaign confronted the powerful with their responsibility – in film, print, OOH and online.An online and cinema spot shows the dramatic reality – and unsettles and shocks. Motifs in print and OOH illuminate current events from various perspectives – with mirrored versions of editorial photos. In the digital world, the campaign unveils its full power where otherwise fake news poisons the social climate. A landing page on spiegel.de as well as social ads on Facebook and Instagram offered orientation and different perspectives.The campaign sparked an intensive discussion in Germany – online and offline. The result: over 23 million contacts, 32 million media impressions and more than 10,000 comments.
Agency	Serviceplan Campaign
Campaign	New Spiegel Online
Advertiser	Der Spiegel Verlag
Brand	Spiegel Online
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Posted	December 2020
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