NEW
Image Campaign
Agency: move:elevator
Art Direction
The Challenge
NEW operates busses and public swimming pools and provides gas, water, and electricity in the Niederrhein region in the west of Germany. The brand’s visual identity and communication had become stale need some freshening up. The goal was to improve brand awareness and perception in the region through a targeted image campaign.
The Solution
NEW is a proudly regional brand, with close ties with the local communities. We developed a campaign that conveyed energetic optimism for the future as well as a passion for the region and its people.
A strong claim, that played on the idea of switching on a particular lifestyle by switching on NEW energy lay the foundation for the whole campaign:
Mach das Leben an.
Turn on your life.
A dynamic and vivid visual language connects this wordplay with the emotional messaging.
The Result
Separate images for the brand as a whole and its range of services made for a dynamic, consistent, and memorable campaign. It increased the brand’s recognisability within the Niederrhein region and simultaneously promoted its range of services in a hopeful way, which was particularly significant during a time of intermittent lockdowns and generally low mood.
