Context + challenge

No other global center of knowledge brings its leading universities together as tightly as Berlin, making the capital the world's largest testing ground for groundbreaking collaborations. Despite this global relevance, science remains, for many, the city's "invisible superpower." 

Solution

Create new spaces and formats for communication and knowledge exchange. Launch a citywide out-of-home ad campaign, flanked by lifestyle partnerships (Markthalle Neun, The Barn, adidas Runners) and salon events like the BUA Open Spaces to reposition how science is seen in the city. Create interactive digital and physicals exhibition, including a dedicated 3D web experience and a showcase in the Humboldt Labor (on Museumsinsel at Humboldt Forum).

Impact

The campaign made Berlin's vibrant scientific community visible and accessible to the public, the research community and science decision-makers alike. Through the concerted 18-month effort, the BUA strengthened the sense of community and promoted dialogue, resulting in 26 million impressions over the duration of the campaign.