The “The Länd” campaign caused controversy across Germany. Even the agency responsible “Jung von Matt Neckar” did not believe in this range, as the managing director says.
Stuttgart – The footsteps of "We can do everything except High German" were great. Nevertheless, the Jung von Matt Neckar agency set about developing a new slogan for the state of Baden-Württemberg. After repeated delays, the image campaign was finally presented to the public a few weeks ago. The response was as powerful as it was controversial.
BW24 * reveals here who came up with the idea for the “The Länd” slogan by the agency responsible.
In fact, there is neither a flash of inspiration nor a brilliant individual achievement behind the campaign, but months of hard work. * BW24 is an offer from IPPEN.MEDIA.