FREE DEMOCRATS "MOVING PARLIAMENT. THE HUMAN FUELED BRAND DESIGN."
| Title | FREE DEMOCRATS "MOVING PARLIAMENT. THE HUMAN FUELED BRAND DESIGN." |
| Brand | FREE DEMOCRATS |
| Product/Service | POLITICAL PARTY |
| Category |
D03. Use of Real-time Data |
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Entrant
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HEIMAT Berlin, GERMANY
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Idea Creation
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HEIMAT Berlin, GERMANY
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Production
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FIELD London, UNITED KINGDOM
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Credits
| Matthias Storath |
HEIMAT, Berlin |
Chief Creative Officer |
| Guido Heffels |
HEIMAT, Berlin |
Chief Creative Officer |
| Tom Hauser |
HEIMAT, Berlin |
Creative Director |
| Felix Steiner |
HEIMAT, Berlin |
Art Director |
| Felix Brockmeyer |
HEIMAT, Berlin |
Copywriter |
| Sebastian Stumpf |
HEIMAT, Berlin |
Copywriter |
| Elisabeth Treichel |
HEIMAT, Berlin |
Account Manager |
| Olga Söderlund |
HEIMAT, Berlin |
Account Manager |
| Nina Waiser |
HEIMAT, Berlin |
Account Manager |
| Andreas Mengele |
HEIMAT, Berlin |
Strategy |
| Martin Glöckner |
HEIMAT, Berlin |
Graphic |
| Maria Botsch |
HEIMAT, Berlin |
Graphic |
| Juliane Lang |
HEIMAT, Berlin |
Graphic |
| Patricia Wirth |
HEIMAT, Berlin |
Graphic |
| Charlotte Kühn |
HEIMAT, Berlin |
Agency Producer |
| Meike Kornrumpf |
HEIMAT, Berlin |
Agency Producer |
| Marco Thau |
HEIMAT, Berlin |
Editor |
| Jan Lagowski |
HEIMAT, Berlin |
Editor |
| Marcel Neumann |
Mokoh Music |
Music Producer |
| Stephan Moritz |
Mokoh Music |
Music Producer |
| Jonas Otto |
Field.io |
Digital Artist |
Why is this work relevant for Direct?
Moving parliament - the first data-driven corporate identity is the reminder to each group member of the fraction to bring things forward in Germany. Consumers are direct witness of the dynamic of the swarm as every appearance of the fraction on social media and online news put the swarm into motion.
Background
In 2018 democracy is under pressure: If democratic parties don’t push things forward in Germany the radical parties will.To remind every member of the Free Democratic Fraction to set things in motion, along with Berlin, we developed a dynamic brand design.
Goal was to develop an algorithm based brand design for the Free Democrats that visualizes the work of the fraction and makes it visible for the outside world.
Describe the creative idea
The idea consists of a swarm of 80 forms, each one standing for a Free Democratic Member of the parliament, charged by their activities. An algorithm tracks every idea that is published online. Whenever new content is released, the swarm gets faster. A tool allows party members to design their individual stationery, business cards, brochures, posters, light installations and info booths. Each, a unique snapshot of the swarm.
Describe the strategy
The new CI is a daily reminder for every member of the Free Democrats fraction to keep busy and things in motion. However, it also reaches consumers and makes it visible that the party aims at realizing ideas that protect democracy.
Describe the execution
The idea is implemented since May 2018 and visible on social media, in out-of-home media, in print media, at events and in the office. Consumers are direct witness of the dynamic of the swarm as every appearance of the fraction on social media and online news put the swarm into motion.
List the results
The first data-driven corporate identity is the reminder to each group member of the fraction to bring things forward in Germany. By October, more than 150,000 impulses across the Web are driving the swarm, proving that everyone can do something to protect democracy from their opponents.
Describe the use of data, or how the data enhanced the campaign output
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