No life without crafts
Scholz & Friends begins orchestrated image campaign for German crafts
Scholz & Friends Berlin
1/14/2010, Hamburg - How would our lives be without crafts? A nationwide German campaign set in motion by the Deutsche Handwerkskammertag (DHKT – German Congress of Chambers of Crafts), the umbrella association of Germany’s 53 Chambers of Crafts, aims to answer this question. The aim of this communications offensive is to highlight the economic and social significance of crafts, and to encourage young people to train in this sector. To this end, Scholz & Friends has developed an orchestrated campaign pointing up the importance of crafts in all our lives.
This nationwide image campaign for the crafts sector, which is designed to run for five years, opens with a striking TV ad, due to be seen on all stations with a high degree of penetration and in cinemas from 16 January onwards. The ad focuses on the range of comforts and achievements we would have to do without, were it not for the crafts sector. The man entrusted with the realisation of the project was Peter Thwaites, currently one of the most internationally sought-after filmmakers around.
Simultaneously, across Germany, posters and ads in national daily papers will be reinforcing the message with a variety of headlines – for example, “Am Anfang waren Himmel und Erde. Den ganzen Rest haben wir gemacht.” (“In the beginning there was the heaven and the earth. We made the rest.”) – while the slogan “Das Handwerk. Die Wirtschaftsmacht. Von nebenan.” (“Crafts. The economic power next door.”) emphasises both the importance of the crafts sector and its everyday accessibility. These communication measures will also be accompanied by PR activities, such as an online presentation at http://www.handwerk.de.
A survey by the forsa institute has shown that the importance of crafts in our society is underrated, particularly among the young. And yet this sector accounts for 4.8 million jobs and around 500 billion euros in turnover annually, making it a vital pillar of the German economy and German society.
“Our companies are prolific innovators, delivering individualistic, high-quality products and services,” says Otto Kentzler, President of the Zentralverband des Deutschen Handwerks (ZDH - German Confederation of Skilled Crafts). “They combine responsible entrepreneurship, excellent training and sustainable employment. It’s time to make sure the world – and Germany itself – gets the message about the essential role played by the crafts sector in our economy and society.”
“The crafts sector needs to attain a degree of public prominence that matches its actual achievements,” says Dominik Thesing, Managing Director at Scholz & Friends Berlin. “The ‘economic power next door’ concept is versatile, modern, and tangible. And that’s what we want to demonstrate with this campaign.”
There are approximately one million crafts-based companies in Germany, and these are being supplied with advertising materials to help them act as ambassadors for the campaign. The campaign budget will run to ten million euros per year.
Client: Deutscher Handwerkskammertag (DHKT)
Head of Communication and Coordination of Politics Related to the Skilled Crafts (ZDH): Stefan Koenen
Head of Administration, Information Technologies and Organisation (ZDH): Christoph von Hammerstein
Scholz & Friends Berlin
Consulting: Benjamin Baader, Sven Weiche, Jana Bähr
Creative Directors: Mathias Rebmann, Oliver Handlos, Florian Schwalme, Caspar Heuss, Michael Schmidt, Patrick Vogel, Claus Mair, Marco Müller, Daniel Bödeker
Film, radio, TV: Claudia Knipping, Mathis Rekowski, Katharina Meyer, Nele Jürgens
Art Buyers: Kirsten Rendtel, Dominique Steiner, Leif Hannig
Print production: Melanie Carels, Benito Schumacher, Sabine Bäsler, Sandro Buschke
Scholz & Friends Agenda
Consulting: Dominik Thesing, Anke Oßwald, Frank Hakelberg, Julia Deuchler, Nicolas Engel, Maximilian Jaede
Editors: Sascha Tegtmeier, Christian Wahl
Scholz & Friends Identify
Consulting: Bettina Prange, Anna Kubitza
Creative Director: Kathrin Wetzel
Scholz & Friends Berlin Interactive
Consulting: Katja Klüh, Mario Gamper, Mirjana Bleich
Creative Directors: Cathleen Michaelis, Stefanie Busse, Johannes Vogl, Dietrich Pflüger, Annika Stierl, Florian Hucker
Programming: s.a.d. Systemanalyse und -Design GmbH, Kassel
Media planning and purchasing
Scholz & Friends Berlin: Maria Bruns, Alexa Montag, Mandala Rugo, Frank Reifberger
HMS GmbH & Co. KG Media-Service, Hamburg
pilot Berlin GmbH
TV and cinema ad
Director: Peter Thwaites
Camera: Joost van Gelder
Production: CZAR.de
Post production: The Mill, London
Music: SUPREME MUSIC
Photographers: Myrzik & Jarisch
Post production / Litho
Retouching Deluxe
Appel Grafik Berlin
Press contact
Markus Mayr
tel +49 (0) 40/3 76 81-115
mobile +49 (0)1 51/16 16 51 52
fax +49 (0) 40/3 76 81-320
pr@s-f.com
http://www.s-f.com