Title	BABYLON BERLIN - WELCOME TO DIVERCITY!
Brand	SKY DEUTSCHLAND FERNSEHEN GMBH & CO. KG / MEDIENALLEE 26 /85774 UNTERFÖHRING
Product/Service	TV SERIES CAMPAIGN
Entrant	SKY CREATIVE SERVICES Unterföhring, GERMANY
Idea Creation	SKY CREATIVE SERVICES Unterföhring, GERMANY

Name	Company	Position
Andreas Lechner & Cosimo Moeller	SKY Creative	Executive Creative Directors
Daniela Kuehn	Sky Creative	VP Design
Anne Sturm	Sky Creative	Art Direction
Claudio Keleminic	Sky Creative	Head of Conception
Silke Kirmeier & Patrick Leshoff	Sky Creative	Campaign Management
Ariana Saita	Sky Germany	SVP Marketing
Stephan Kasten	Sky Creative	Senior Producer
Udo Schuetz	Sky Creative	VP On Air Promotion
Joachim Gern	Joachim Gern	Photography
Max Daniel	Sky Creative	Head of Print

The Campaign

Babylon Berlin is a crime series that takes place at a time when Germany was the most open society in the world. Today, 90 years later, we are far away from this openness. In order to draw attention to this fact, we have chosen motifs and statements that send a conscious signal against exclusion and intolerance of any kind.

Creative Execution

We selected the most colorful characters of the series' and gave them a strong voice: with statements telling everybody that respect and tolerance will always be the pillars on which our society is built - then as now. To create debate and to stress this fact, we deliberately launched our campaign to include more conservative environments and media (like OOH i.e. in east Germany and very conservative print media outlets).

The launch of Sky Germany's first self-produced series was a huge success. We had the highest viewing rates ever - after only two weeks the series already had over 2 million viewers. At the same time, the corresponding campaign had an out of home reach of over 300 million, while the series itself also created a huge discussion on social media (84 million social media impressions).

The topic was so important for us, that we wanted to spread our message across as many channels as possible.

We deliberately wanted to provoke the mainstream thinking with our campaign by demonstrating that attitudes towards gender issues were more progressive in the 1920s than they are often today. As these issues affect everyone, our target audience was society as a whole. We want everyone to think about whether we really are on the right path when it comes to our tolerance regarding gender issues.