With the MBW image campaign “Wir versorgen unser Land” (We supply our land), which we developed and implemented on behalf of the Ministry of Rural Areas and Consumer Protection (MLR), we are putting the spotlight on the farmers and producers behind the food from Baden-Württemberg. Especially in times of coronavirus, consumers are once again realizing how important regional security of supply is and that we need to learn to appreciate farmers more again. This is precisely the aim of the campaign.
As a recurring design element on all advertising materials, the concise key visual, the frame with a brushstroke look, also visually highlights the message of the campaign. In addition, we realized the visual as a real wooden frame to draw attention beyond the campaign to the essentials: the farmers and their products. For the visuals, we developed a prominent “We” in the headline that is quickly recognizable despite the different motifs. Another important aspect of the campaign is the authenticity of the photo motifs. That’s why we didn’t use professional models and instead photographed real farmers and producers from Baden-Württemberg with their own products. This creates proximity and sympathy for our country’s suppliers.
The motifs are used as posters, mesh banners and on the web. The MBW image campaign runs under the umbrella of “Naturally. VON DAHEIM.”the regional campaign for food from Baden-Württemberg, which we also developed.
