| 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 |
| Business Sector | Subscribers Only |
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| Media Type |
Case Study
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