An employer campaign that repositions the Augsburg District Office.
In collaboration with Bureau Dada, we developed a creative concept for an HR campaign that addresses this issue head on. The aim was to reach a wide range of people, from young professionals to experienced specialists, through various channels to dispel existing prejudices.
The idea was to humorously address and deliberately exaggerate the cliché of working in the civil service. The desk becomes a stage and the office becomes a microcosm full of possibilities. The campaign uses a tongue-in-cheek tone, strong headlines, and a versatile visual language, incorporating everything from emojis and AI-generated images to professional photos. The result is a lively campaign that can be flexibly adapted to different topics and media.
The striking colors of the Augsburg district office ensure maximum visibility and recognition — both online and in public spaces — and visually summarize everything. This transforms the supposedly dull administrative job into a modern, open, and attractive employer image.
A toolkit with templates and a manual enables the district administration to continue the campaign independently, consistently, scalably, and sustainably.
