Hesse Ministry of Agriculture and the Environment, Viticulture, Forestry, Hunting, and Regional Affairs
An awareness campaign that redefined Heimat as something open, shared and shaped by the people who live it.
PROBLEM
The Hessian Ministry of Home Affairs needed an awareness campaign that could reposition the idea of Heimat in a more contemporary, open and inclusive way. The challenge was to move the term beyond nostalgia and fixed identity, and make it feel relevant to a broader public across Hesse.
SOLUTION
The campaign Heimat wird gemacht framed Heimat not as something static, but as something actively created through responsibility, creativity, openness and everyday contribution. Three real “Heimatmacher:innen” gave the campaign its voice, while faceless traditional dress became the central visual device — intentionally left open so that anyone in Hesse could see themselves in it. The campaign extended across key visuals, video and social media, all centred around the question: How do you create Heimat?
AI
CAMPAIGN VISUAL SYSTEM
3+
REAL-LIFE PROTAGONISTS as proof
4
social channels activated
