Land Berlin – Hauptstadt Machen

WORKING FOR THE BEST CITY IN THE WORLD

Mission:

The State of Berlin entrusted the Festival of Lights team with putting the campaign “HAUPTSTADT MACHEN” in the spotlight. The goal was to showcase Berlin as the best city in the world while highlighting the diversity and opportunities of jobs in this vibrant metropolis in an inspiring way.

Implementation:

The concept was to present Berlin as a luminous kaleidoscope of its most beautiful and inspiring locations. The “HAUPTSTADT MACHEN” campaign aimed not only to display the city’s appeal but also to emphasize the professional and personal opportunities Berlin offers. The campaign’s unique claim: Berlin has many great spots. The best ones are at berlin.de/karriere.

The Festival team created an artistic 3D mapping that combined Berlin’s most iconic locations with memorable career opportunities in the city—a clear statement that everyone can find their place here. At two of the most visited landmarks—the Berlin TV Tower and the Hotel de Rome at Bebelplatz—the projections expressed Berlin’s vibrant life and diversity, creating a visual experience that deeply immersed visitors in the world of the capital city.

Success: A Strong Statement for Berlin!

Around 3.5 million visitors experienced the spectacular staging, seamlessly integrated into the artistic showcase of the Festival’s top locations. The “HAUPTSTADT MACHEN” campaign was accompanied by intensive social media activities and extensive promotion through the Festival of Lights’ multimedia channels, achieving a reach of nearly 1.5 billion.

This ensured widespread visibility for the message and strengthened identification with Berlin as a city full of opportunities.

Homepage of the Capital Campaign