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Ad campaign: 'Vom Amateur zum Experten'

In 2021, when I was Head of Creative at the Atelier, we were faced with the task of creating a sales campaign with an image-feel. Due to the pandemic, there was no chance for a photo-shooting, yet we were asked to reach a high identification degree within at least the top three target-audiences the last market survey of the weekly magazine WirtschaftsWoche had revealed.

The concept was simple enough: 'From amateur to expert'. Followed by the double entendre 'in einer WirtschaftsWoche', where the name makes it sound like 'within one [business] week'.

We then associated every strong topic with a target audience. In this case: Young investors that the magazine targeted with contents like real estate. Hence the headline 'From tenant to landlord'.

The amount of (younger) women using WirtschaftsWoche's media had significantly grown in the last years. The magazine wanted to inspire its female audience to start businesses to extend and diversify the landscape of start-ups. This ad reads 'From employee to founder.'

CREDITS


Creative direction:

JP


Original concept:

Sven Knaebel


Art Direction:

Klaus Meurisse


Employer:

atelier

Düsseldorf


Client:

WirtschaftsWoche

Düsseldorf

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