Wikipedia Design & Branding KNOWLEDGE IS POWER. by Leo Burnett Frankfurt

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KNOWLEDGE IS POWER.

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Industry Website
Media Design & Branding
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Hans-Juergen Kaemmerer
Art Director Marcel Guenthel, Julia Rottmann
Copywriter Axel Tischer
Released May 2012

Credits & Description

Category: Posters
Advertiser: WIKIMEDIA FOUNDATION GERMANY
Product/Service: WIKIPEDIA
Agency: LEO BURNETT FRANKFURT
Chief Creative Officer: Andreas Pauli (Leo Burnett)
Creative Director: Axel Tischer (Leo Burnett)
Art Director: Marcel Guenthel (Leo Burnett)
Art Director: Julia Rottmann (Leo Burnett)
Copywriter: Axel Tischer (Leo Burnett)
Creative Director: Hans-Juergen Kaemmerer (Leo Burnett)
Managing Director: Andrea Albrecht (Leo Burnett)
Account Director: Franziska Fischer (Leo Burnett)
Agency Producer: Netti Weber (Leo Burnett)
Media placement: Site Fences - City Centre Construction Sites - 10.05.2012
Media placement: Billboards - Berlin City Centre - 10.05.2012

Describe the brief from the client
Wikipedia celebrated its 10th anniversary in 2011. Since starting in 2001, the website became the biggest encyclopaedia on the planet, which all of us use and take for granted almost every day.
Therefore, this would be the right time to be proud of what the people achieved - for the people: Providing the most important and democratic thing there is - free knowledge to all. Therefore, Wikipedia asked for proposals on how to communicate both its 10th anniversary, and what the community achieved during the last decade. Think big!

Describe the challenges and key objectives
Emphasise the role of Wikipedia 10 years after the website went online. Communicate how it affects people’s everyday life. Tell people how important free access to knowledge is these days. Be aware of the fact that Wikipedia is built by volunteers, and depends on donations. Therefore, there is no money to waste. Find a way to do it as Wikipedia is doing: simple, smart, direct. By the way, since this is the first time Wikipedia officially does offline advertising, make sure the posters will be recognised and connected to the Wikipedia website.

Describe how you arrived at the final design
Wikipedia sites are hyperlink, free of license, simple to read and straight to the point. In addition - they're constantly changing because thousands of editors keep adding and correcting content. Therefore, we came up with a design that does all this. The type is licence free, the elements and the message are super easy to grasp, and all are committed to the website. The blue boxes behind the type and graphic elements refer to how they look when marked to edit and also make the posters distinctive, bold and create a maximum of visibility.

Give some indication of how successful the outcome was in the market
With the specific look, the messages and the call to support Wikipedia in becoming the first digital site on UNESCOs world heritage list, we started a big discussion in Germany. Our posters supported Wikipedia’s concern and pushed the awareness of the encyclopaedias benefits and its role in society a lot. We got enormous coverage by all kinds of media such as the cover story of Germany’s biggest weekly newspaper and many talk shows featured us as their main topic. In addition, it goes without saying that the online-community found a subject to discuss.