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HOW DO WE WANT
TO LIVE?

Problem

For its appearance at the Frankfurt book fair, TV channel ARTE decided to confront the public with the all-defining question: How do we want to live? Looking for answers, ARTE put 8 public figures from all walks of life on a boat and documented their process for TV. But how do you promote the programme whilst also stimulating people to find their own answers?
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Solution

First of all, we realised that being asked: “How do we want to live?”
feels completely overwhelming. Because it masquerades hundreds of questions as just one. So we extended it to make it more accessible:
Where, for what, from what, with whom, why and without what do you want to live? This query led our social and (D)OOH campaign. The boat of the think tank carried a huge banner, winning the attention of people on the shore. The resulting ideas were packaged into a foldable poster and handed out at the book fair.
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Gala at Frankfurt Book Fair 2021

Creative

Since we wanted to provoke thoughts, and not direct them, we made our design serve as a blank canvas. For this, we kept the font simple and chose a white background with fine lines, imitating an empty notepad, ready for fresh ideas. And of course, we couldn’t resist making it into an actual notepad as well.
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Foldable poster front
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Foldable poster back
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Notebook for the participants on the boat
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