HEIL2013 – Campaign against daily egoism
With my bachelor thesis I wanted the crowd to think more about their daily choices whether to be an egoist or not. My main goal wasn't to scold the target group but to irritate and motivate to think about the subject egoism as well as changing their behaviour thanks to these thoughts.
So I created a sarcastic campaign against daily egoism.
For that purpose, I invented the company HEIL (hail/salvation in english) as well as products which seemingly help with daily egoism. I designed the whole corporate identity, a website, a lot of different print products as well as tutorial videos for the products.
With all that done, I focused on viral marketing on the internet as well as on the streets of Wiesbaden to confront my target group directly with the campaign and to test their reactions.
I filmed the interviews and wrote down all my experiences in a documentation book. My work on the campain is still going on, my next goal is to settle an arrangement with the television in Germany.