WHY HUMOUR HELPS WITH SERIOUS TOPICS.

The task:

A campaign to raise awareness among Berliners for the coronavirus rules in local eateries and pubs and to encourage them to comply – because that is the only way that the city will have a chance of keeping the bars and restaurants open.

The idea:

Capitalise on the sassy and direct way that Berliners are known to communicate with each other. If you want Berliners to listen, you have to speak their language: say things that are cheeky and witty instead of wagging a finger at them.

The solution:

Headlines that make Berliners laugh. That gives you the greatest chance that they will comply with the rules.