Cross-media communications campaign for the Würzburg referendum
Better into the Bischofshut
Better into the Bischofshut
01 Context
One for all, and all for a referendum. When seven parties fight for the same thing, it had to be something large: keep free parking on the Talavera, or free local transport in Würzburg's inner city zone. Bündnis 90/Die Grünen brought us in as the client to design the cross-party campaign for the 2022 Würzburg referendum. The job: independent of age, interests and which part of the city people live in, get Würzburg residents to vote for a future that's mobile, fair, and built to last. And with very little time until the vote. A campaign that wasn't allowed to look like party politics. It had to look like a matter that concerns everyone.
02 Method
You don't reach a city with one message. We developed five narratives, each lighting a different side of the vote, and so picking up different audiences, from the commuter to the resident. Instead of one campaign for everyone: five ways into the same thing. We thought those narratives across media from the start. Posters wake attention in the city, linked they draw people to deeper information on the website and social, a flyer carries the offer into the letterbox. Low threshold here means: you meet the campaign where you already are, and the first step to take part is small. Recurring design elements hold it together across every channel, and make the campaign recognisable at a glance.
03 Result
From the strategy came a cross-media campaign image that locked offline and online together. We designed the posters and placed them by audience in the districts, plus a flyer for citywide distribution in Würzburg letterboxes. For the digital layer came the assets for website and social, linked across media with the analogue material. The five narratives ran as a thread through every format, held by recurring design elements with high recognition. From the communications strategy through poster and flyer design to the digital campaign assets, it all came from one place: analogue and digital thought as one system, not as separate channels.
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01 Context
One for all, and all for a referendum. When seven parties fight for the same thing, it had to be something large: keep free parking on the Talavera, or free local transport in Würzburg's inner city zone. Bündnis 90/Die Grünen brought us in as the client to design the cross-party campaign for the 2022 Würzburg referendum. The job: independent of age, interests and which part of the city people live in, get Würzburg residents to vote for a future that's mobile, fair, and built to last. And with very little time until the vote. A campaign that wasn't allowed to look like party politics. It had to look like a matter that concerns everyone.
02 Method
You don't reach a city with one message. We developed five narratives, each lighting a different side of the vote, and so picking up different audiences, from the commuter to the resident. Instead of one campaign for everyone: five ways into the same thing. We thought those narratives across media from the start. Posters wake attention in the city, linked they draw people to deeper information on the website and social, a flyer carries the offer into the letterbox. Low threshold here means: you meet the campaign where you already are, and the first step to take part is small. Recurring design elements hold it together across every channel, and make the campaign recognisable at a glance.
03 Result
From the strategy came a cross-media campaign image that locked offline and online together. We designed the posters and placed them by audience in the districts, plus a flyer for citywide distribution in Würzburg letterboxes. For the digital layer came the assets for website and social, linked across media with the analogue material. The five narratives ran as a thread through every format, held by recurring design elements with high recognition. From the communications strategy through poster and flyer design to the digital campaign assets, it all came from one place: analogue and digital thought as one system, not as separate channels.
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Let's find out if we're a fit.
Let’s get to know each other and see whether we’re the right fit for your project. From there, we can shape a solution around what you actually need.
Friday, August 28, 2026
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Let's find out if we're a fit.
Let’s get to know each other and see whether we’re the right fit for your project. From there, we can shape a solution around what you actually need.
Friday, August 28, 2026
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