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German Red Campaign

[Brand Design]


Deutsches Rotes Kreuz, Berlin, Germany


Leo Burnett Germany, Frankfurt/Main, Germany

Art Direction

Julian Windischmann

Chief Creative Officer

Andreas Pauli

Creative Direction

Benjamin Merkel, Helge Kniess, Daniela Ewald, Jörg Hoffmann

Aimed at promoting the German Red Cross (DRK) humanitarian aid organisation, this recruitment campaign redesigned the established logo to represent the organisation’s diverse areas of activity. Thus, for example, “Deutscher Roter Hund” (German Red Dog) stands for the mountain rescue team. With a simple change in design, this striking campaign has drawn a lot of attention by encouraging thought and action. The huge diversity of the organisation’s activities was thus effectively re-established in the public mind.

Sie wollen Ihre Projekte zum Red Dot Design Award einreichen? Hier geht es zum Anmeldeportal.

Dieses Projekt finden Sie auch im International Yearbook Communication Design 2017/2018.