Jung von Matt, one of Germany's top ad agencies, has released a great campaign to help evoke positive feelings of patriotism in the country's citizens.
The Du bist Deutschland (you are Germany) campaign is a series of 18 photographs of famous Germans who have had historical impact and are known globally.
The intention of the ads is to reunite Germans and get them to look at the future in a positive light. They're trying to install some "get up and go" in the people.
Some well known names featured are Albert Einstein, Porsche, Ludwig van Beethoven, Johann Wolfgang von Goethe, Michael Schumacher, Adi Dassler (Adidas) and Max Schmeling. Other names include Ludwig Erhard, Otto Lilienthal, Alice Schwarzer, Tim Maelzer, Claudia Pechstein, Guenther Jauch, Beate Uhse, Franz Beckhenbauer, August Thyssen and Albrecht Duerer.
German Patriotism Campaign
Du Bist Deutschland Ads
Trend Themes
1. Patriotic Advertising - There is a trend of advertising campaigns aimed at invoking positive feelings of patriotism in citizens, presenting an opportunity for agencies to produce more of such campaigns.
2. Nation Building Campaigns - Nation building campaigns that focus on promoting unity and national identity are on the rise, providing an opportunity for agencies to foster greater social cohesion and promote national values.
3. Historical Influencers Campaigns - Campaigns that celebrate historical figures who have had a significant impact on a nation are increasing in popularity, presenting an opportunity for agencies to leverage the impact of these figures to evoke positive sentiments in citizens.
Industry Implications
1. Advertising - The advertising industry can leverage this trend to create campaigns for clients that promote patriotism and national values, positioning themselves as agents of positive social change.
2. Political Campaigns - Political campaigns can use this trend to create messaging that promotes national unity and identity, providing an opportunity for political parties to differentiate themselves and appeal to voters.
3. Tourism - The tourism industry can leverage this trend to develop campaigns that market historical landmarks and figures as part of a nation's cultural heritage, attracting international travellers interested in history and heritage tourism.