#HowWillWeLive: Futurium wins International German PR Award

In these times when robots are being traded as labour, and pandemics and the climate crisis are threatening our society, Futurium is sending a positive signal: the future can be shaped, and everyone can play a part in shaping it. But how can we talk about something that does not yet exist? The campaign for Futurium’s launch, which we developed together with Scholz & Friends, put the question “How do we want to live?” at the heart of the messaging. Ten international artists were invited to put on paper their own personal visions of the future.

About the launch campaign: Ten images of a world of tomorrow form the campaign’s ten motifs. The diverse artistic answers to the question “How do we want to live?” run like a red thread of commonality through the measures adopted for our integrated communication strategy. The project successfully transformed ten major German cities into landscapes of possible futures (out-of-home advertising), calling on ordinary citizens to share their personal visions via social media, while communicating the relevance and plurality of possible futures through prominent ambassadors for the future, and bringing the future to life in cinema, digital and radio spots. Active media work that included interviews and press talks, as well as previews and insights into the House of Futures for disseminators of ideas, rounded off the cohesive messaging.

“We would like to thank the DPRG jury for the award! In our launch messaging, it was important for us to place at the centre of the campaign our openness towards a wide range of possible futures – the very futures that we wanted to get people talking about at Futurium. The creative guiding principle of Scholz & Friends has its foundation in artistic freedom and a gallery of visions of the future. This was something that convinced us. And our courage for diversity has been rewarded: we’re delighted to have been able to welcome 30,000 visitors on the opening weekend in September 2019 alone, and that the House of Futures has generated such a powerful echo in the media. Above all, however, since the launch we’re thrilled to have stimulated so many conversations about our lives in the world of tomorrow,” says Monique Luckas, Head of Communications at Futurium.

With the International German PR Award, the DPRG honours professional communication campaigns and the people behind them. In a multi-stage process, the jury selected its winners for 2021 in 22 categories from a total of around 240 submitted communication campaigns and projects.

Parties involved:

FUTURIUM

Director: Dr Stefan Brandt
Head of Communications: Monique Luckas
Communications Executive: Julia Ebeling

AGENCY: SCHOLZ & FRIENDS BERLIN

Managing Director / Partner: Stefan Wegner
Creative Director / Unit Lead: Jörg Waschescio
Creation: Sandra Treisbach, Leonardo Valadao, Nathalie Poets

Counselling: Sophia Schrock, Konstantin Lössl, David Krempel
Art Buying: Kerstin Mende, Joana Strohfahrt
Media: Katarina Rutkowski, Julia Wieczorek (WPP media solutions)

FFF: David Voss, Agostino de Martino, Kristin Ammon, Tino Schulz

Production: Lars Püschel
Post-production: metagate, Berlin
Cinema: moviebrats, Berlin
Radio: Hesse Studios, Berlin

ILLUSTRATORS

Rocket & Wink, Hamburg
Daniel Ramirez, Berlin
Victoria Topping, Bath
Aurélia Durand, Paris
Carlo Stanga, Berlin (via 2Agenten, Berlin)
Mario Wagner, Berlin (via 2Agenten, Berlin)
Katrin Rodegast, Berlin (via 2Agenten, Berlin)
Stefan Vogtländer, Berlin
Lina Ekstrand, Sweden (via Wildfox Running, Frankfurt)
Jules Julien, Amsterdam (via Wildfox Running, Frankfurt)
Mark Long, London (via 2Agenten, Berlin)

About Futurium

Futurium is a house of futures. Everything here revolves around the question: how do we want to live? In the exhibition, visitors can discover many possible futures; in the Forum, they can take part in open discussions; and, in the Futurium Lab, they can try out their own ideas. One thing we know for sure today: in the future, we will have major challenges to overcome. How can we bring climate change under control? Which technologies do we want to use in the future? Does technology serve us – or do we serve technology? How do we want to live together as a society? Are there any alternatives to ‘higher, further, faster’? The future also emerges from our decisions and actions in the present. For this reason, Futurium, which was opened in Berlin in September 2019, wants to inspire all its visitors to engage themselves with the future and to play a part in shaping it. The digital programme is available at www.futurium.de and via its social media channels on YouTube, Facebook, Twitter and Instagram.