G o e t h e
More to German
The Goethe-Institut is a non-profit German cultural association operating worldwide in 159 institutes, promoting the study of the German language abroad and encouraging international cultural exchange and relations.
Coppercoast was commissioned to create an integrated marketing campaign to raise awareness about the benefits of learning German across all African regions. Three specific groups were targeted, namely learners, students, and adults learners. Various items were developed as part of a cross-platform communication strategy including brochures that open into info-graphic fold-outs, posters, give-away items for events, an event stand, a website, and a host of smaller direct mail items.
Designer: David Bouwer
The campaign message “more to german” is constructed on the notion that our preconceived ideas of the German culture and language might be limited. The campaign aims to inform people about the vast positive impacts of German culture on our everyday lives, as well as informing people about the potential studying and career opportunities that come with learning German. The device “Made In German” was designed and added to elements communicating everyday items that unbeknownst to most, were not only Made in Germany, but made using the German language.