The media and adverstising campaign to launch Hamburg’s landmark Elbphilharmonie has won the coveted “Bronze Lion” in the public relations category at the 64th “International Festival of Creativity” that ended in Cannes at the weekend. This latest international win comes after several national awards for the campaign that involved all kinds of communication measures and many beacon projects.
The honour went to Hamburg Marketing, which was responsible for managing and co-ordinating the campaign with the leading Jung von Matt and Achtung! agencies. The annual award has been presented since 1954 for outstanding creative work. “The Elbphilharmonie campaign has scored with outstanding handcraft, strong storytelling and innovative use of modern technology on an international advertising stage,” said Michael Otremba, Manager of Hamburg Marketing GmbH.
National awards for Elbphilharmonie campaign
The Elbphilharmonie campaign has already won key national prizes. Hamburg Marketing, Jung von Matt and Achtung! took the prizes for both “Strategy of the Year” and “Innovation of the Year” at the German Prize for Online Marketing on June 8, 2017 in Berlin. Praise was also heaped on the online drone video that gives glimpses of the Elbphilharmonie and the light show with views of the opening ceremony reflected on the exterior of the magnificent new concert hall. The Elbphilharmonie’s advertising campaign had earlier cleared the boards at the Art Directors Club Deutschland and was rated one of the best in 2017.
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