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The Motz Magazine campaign draws attention to its key demographic: homeless people who reside in Berlin, Germany. The most popular publication amongst such individuals, it was only natural that the team behind the ads would want to acknowledge that in some form or another. In this case, that form takes the shape of a long coat.
Conceived and executed by German ad agency Glow, the Motz Magazine campaign involved four internationally known fashion designers: Firma Berlin, Liebig, Mongrels in Common and Blush Lingerie. Each designer fashioned a coat using the magazines, bringing attention to the tag line, “Motz warms.”
The Motz Magazine campaign was art directed by Franziska Knöpfel and shot by photographer Benjamin Rein with creative direction by Johannes Krempl.