Through our pitch presentation, three fellow students and I were able to convince the AirUp jury, including Lena Jüngst (co-founder of AirUp), of the effectiveness of our "What if...?" campaign. This invites people to develop fresh and independent ways of thinking in times of information overload. Instead of focusing on the product, we emphasized provocative questions that make people think, accompanied by the hashtag #ThinkNewDrinkNew.

 

The OOH campaign was then presented in cooperation with Ströer on 100 large billboards in Munich in April/May 2021. For a week, passers-by were able to discover the campaign's messages and give free rein to their thoughts. A proud milestone in my professional journey.