With the launch of the “Media Entrepreneurs“ initiative, German publishing house Axel Springer seeks to bolster its claim of market leader in Digital Media. The challenge aims at recruiting high potentials with the most visionary of ideas.
The most promising contestants were not only to participate at a weekend workshop in Berlin but also stood a real chance of having their concept put into a start-up business.
The task was to promote “Media Entrepreneurs“ in a surprising and stimulating way by means of a print campaign.
We hence developed a viral video that soon became the talk of the internet. Therein, a highly self-confident applicant
Axel Springer’s actual board of directors to merely supporting characters.
The tongue-in-cheek message: Axel Springer is looking for real personalities with big ideas and equally big potential.
Big to an extent that one needs to invent entirely new job titles for them.
Furthermore we developed job and image adverts for talents – sought after and already found ones – that are so innovative that one has to invent new job categories for them. The campaign encompassed a variety of media channels – both online and offline.
Concept / Art Direction
SCHOLZ & FRIENDS