A Strong #TeamBACW for a Strong District
With around 320,000 residents from over 170 nations, the Charlottenburg-Wilmersdorf district is one of Berlin’s most diverse – from Kurfürstendamm to Messe Berlin, from Charlottenburg Palace to the Funkturm. The goal was to position the district as a modern, citizen-focused, and attractive employer while making its employer brand, Creative Work, visible.
Idea & Implementation:
Under the motto “Creative Work,” the Charlottenburg-Wilmersdorf district presents itself as a modern employer that values diversity, creativity, and work-life balance. During the Festival of Lights, the festival theme “Let’s Shine Together” was incorporated and linked to the district’s self-image: a strong symbol of community, openness, and lived diversity.
For the projection, the iconic Charlottenburg Palace was chosen – a historically significant, centrally located landmark visible from all sides. The impressive light installation connected the employer brand with the festival’s radiance, making the district’s message highly visible: a district that shapes, moves, and creates the future – together and creatively.
Success:
A powerful statement for lived diversity, cohesion, and modern administrative culture: #TeamBACW demonstrates that public administration can be creative, human, and forward-looking. With a clear brand identity, authentic communication, and strong values, Charlottenburg-Wilmersdorf creates a work environment that allows space for family, engagement, and personal development.
