Das bringt nur BILD Campaign
CLIENT
VCCP
BRAND
BILD
YEAR
2015
ROLE
Interim Account Director
CHALLENGE
BILD, Europe’s largest daily news outlet, sought to launch its new claim, “Das bringt nur BILD,” highlighting the brand’s bold, direct, and polarizing attitude. You can truly love or hate BILD, and while it may be a rather questionable brand, one thing is certain: you can’t ignore it. The challenge was to create an integrated campaign that showcased BILD’s unique style, provoking strong reactions, whether positive or negative.
SOLUTION
The campaign needed to visualize BILD’s distinctive personality—direct, bold, loud, surprising, and polarizing. The message, “Only BILD dares to do that,” was the central theme.
I led an interdisciplinary team of 20 experts at VCCP to develop and execute all launch activities. This included editorial content in and on BILD, pop-culture-inspired ads for print, OOH, and online, as well as daily radio spots, TV commercials, and pre-roll ads.
