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Category
Typography / Dynamic / In Motion
Annual ID
OS22_DE036B
About the Work
Petition C190, initiated by German actress and activist Ursula Karven, aims to enforce a law to protect against sexism in the workplace. Because unfortunately even in 2022 sexist comments and harassment are still frequent in Germany. So, every signature of the Petition C190 brings the country closer to the goal of eliminating its serious problem of sexism.
Each billboard displays one comment: bold, black on white, nothing to distract from the significance of a single sentence. The choice of the fragile font Bodoni contrasts strongly with the destructive and heavy statement. The impact of every individual signature – each one in unique handwriting – is made clear by using them as dynamic design elements following a purpose: While a single signature doesn't hinder readability, the mass of signatures makes the statement unreadable at the end. Thus, the digital billboards visualized the collective power a community holds with its use of typography.
Because every single signature counts, every person is a relevant member of the target group. That is why public spaces were chosen to place the billboards in order to be easily accessible for everyone to sign. Via QR code, people could instantly sign the petition and join the movement.
The campaign gained a total of 91.6 million media impressions, over 100,000 signatures have already been collected and amazingly the new government has even included the issue in its coalition agreement!
Each billboard displays one comment: bold, black on white, nothing to distract from the significance of a single sentence. The choice of the fragile font Bodoni contrasts strongly with the destructive and heavy statement. The impact of every individual signature – each one in unique handwriting – is made clear by using them as dynamic design elements following a purpose: While a single signature doesn't hinder readability, the mass of signatures makes the statement unreadable at the end. Thus, the digital billboards visualized the collective power a community holds with its use of typography.
Because every single signature counts, every person is a relevant member of the target group. That is why public spaces were chosen to place the billboards in order to be easily accessible for everyone to sign. Via QR code, people could instantly sign the petition and join the movement.
The campaign gained a total of 91.6 million media impressions, over 100,000 signatures have already been collected and amazingly the new government has even included the issue in its coalition agreement!
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
thjnk ag / Hamburg
thjnk München GmbH / Munich
Production Company
Stereo Films Medienproduktion GmbH / München
Media Distribution Company
Ströer CORE GmbH & Co. KG / Leverkusen
Animator
Ivo Silveira
Chief Creative Officer
Armin Jochum
Creative Director
Dimitrios Arampatzioglou
Georg Baur
Ludwig Rist
Torben Otten
Executive Creative Director
Armin Jochum
Georg Baur
Hans-Peter Sporer
Torben Otten
Producer
Benjamin Calcott
Henning Körner
Strategist
Daniel Neye
Lukas Hartmann
Account Director
Ricarda Hoffmann
Account Manager
Nina Rogge
CEO
Karen Heumann
Creative Management
Sophie Körber
Creative Producer
Hendrik Raufmann
Digital Supervision
Tim Jessulat
Executive Creative Director Film & Craft
Florian Weber
Managing Director Account
Thomas Canzar
Project Coordination/Media
Rüdiger Humml
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