00
Campaign

Elbphilharmonie Hamburg

00
Intro

A year like no other. In 2021, Hamburg has set a milestone in cultural communication – with a campaign that celebrated the force of culture in the city. Set up by a unique collaboration between the public-sector marketing offices of Hamburg Marketing and Hamburg Tourism as well as the Ministry of Culture and Media, Germany’s second-largest city has managed to raise awareness across all cultural genres and boundaries in a sustainable way.

  • svarmony logo
    svarmony logo
  • overview 4 svarmony logos
    overview 4 svarmony logos
  • overview 4 svarmony logos
    overview 4 svarmony logos
00
Task

We’ve created a campaign that celebrates culture as a necessity, a staple, an essential means of everyday life. We’ve created a communication strategy that truly spans the spectrum: from the relaunch of cultural events within the pandemic situation, to the season openings and international festivals in Hamburg, to the Elbphilharmonie’s 5th anniversary festivities.

  • overview 4 svarmony logos
    overview 4 svarmony logos
00
Idea

By orchestrating an integrated 360-degree campaign, we’ve unleashes a vibrant cultural frenzy on all channels. Three intriguing messages entwine around three campaign phases and mobilise all of Hamburg’s cultural resources: “Play Out Loud” – “Open All Senses” – “Hear I Am”. In combination, the slogans create a furious interplay that mobilises the metropolis and its people.

00

We’ve designed a key visual that connects all three communicative chapters. The triptych abstractly incorporates the real-life events with the symbol of a stage space, the semicircle.

  • volt Design Web and Social media
    volt Design Web and Social media
  • volt Website
    volt Website
  • volt Website
    volt Website
  • volt Website
    volt Website
  • volt Website
    volt Website
00
Result

No one could escape Hamburg’s “Kulturrausch” buzz which caused a sensation across all media and touchpoints.

00

The bold campaign, taken up in a decentralised way and broadcasted by all cultural institutions and practitioners alike, told the narrative of confidence in an unseen way, offering a unifying platform to the diversity of Hamburg’s rich cultural landscape.

  • volt Design Web and Social media
    volt Design Web and Social media
00

New collaborations emerged, new cultural partnerships were forged. The campaign brought together artistic stakeholders across all disciplines and milieus – and opened a unifying stage for a resounding collective reunion. In surprising venues and in unseen constellations, the campaign has taken Hamburg’s perception as a city of culture to a new level.