– conception. layout. copies. art direction –
Kelheim is a small town in Bavaria, missing a strong identity.
Development of an identity campaign, boosting the identity of the town as well as its image.
Development of a smug, ironic campaign. Head- and sublines are ironically exaggerated and contrast to the atmospheric positive pictures and play with the typical grumpy old attitude of the citizens of Kelheim. The common sense of home and the feeling of “we-are-someone“ and we-are-unique“ are supported by the question-/response structure in Bavarian dialect.