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CDU — The #fedidwgugl House


CDU
The #FEDIDWGUGL House

Political party programs are complex, dry and far away from how people consume media today. Nobody likes to reads them.

That's why we created the #FEDIDWGUGL* House for the German Christian Union Party, CDU:
The first walk-in campaign program.

 
"The Heart of the German Economy". A 7m x 3m tall heart, made of red velvet is literally the heart of the house. It's accompanied by 2 10m x 3m large display walls showing the power of the German economy. Photo: Anne Deppe

"The Heart of the German Economy". A 7m x 3m tall heart, made of red velvet is literally the heart of the house. It's accompanied by 2 10m x 3m large display walls showing the power of the German economy. Photo: Anne Deppe

In the build-up to the 2017 federal election in Germany we translated the core topics of the German Christian Union Party, CDU into experiences. The #FEDIDWGUGL House was located in the heart of Berlin-Mitte in a former department store and consisted of 6 interactive rooms, covering the topics future, family, work and economy, safety and Europe.

The house was open to the public 7 days a week until election day on September 24th and accompanied with an exhibition app, website and social media activites. It hosted numerous events, including neighborhood parties and tweetups with German Chancellor Angela Merkel and other top politicians.

 
 

Introduction to the house by Angela Merkel, German Chancellor and top candidate of the CDU:

 

Gallery

 

Website & digital

The website served different use scenarios: The desktop version acted as the emotional stage whereas on smartphones the focus was on being the mobile exhibition companion.

The website served different use scenarios: The desktop version acted as the emotional stage whereas on smartphones the focus was on being the mobile exhibition companion.

The two robots, Emma and Dave, also had their own Twitter account. People from outside Berlin could tweet their wish for the future to them, and Emma and Dave print and pin it up. In return people received a customized video via Twitter.

The two robots, Emma and Dave, also had their own Twitter account. People from outside Berlin could tweet their wish for the future to them, and Emma and Dave print and pin it up.
In return people received a customized video via Twitter.

 

The opening

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* The house was named after the initials of the CDU's campaign motto "Für ein Deutschland in dem wir gut und gerne leben" (lit. 'For a Germany in which we can well and gladly live').

 

Agency:
Jung von Matt

My role:
Executive Creative Director

Published:
2017