Our idea was to give a very unique generation a platform to express their point of view on an open society. In 2014, we created a digital portrait called #Deutschland25. A project showcasing 25 different topics, which are relevant to Germans and Google 25 years after the Fall of the Wall. The topics sparked a colorful conversation amongst Germans and they were visualized in a borderless Google Map. In 2015 we launched the second part, which should reach a broader audience around German reunification: a newspaper supplement, which was again co-created by this young generation. The booklet showcased the debate over 60 pages. Together with the millennial German journalist Carolin Würfel we created 25 articles of the online debate. We additionally invited 25 young German artists, which were also born around 1989, to create 25 individual artworks to reflect the topic and the essence of the discussion.

We collaborated with Germany’s biggest newspaper DIE ZEIT and created a supplement which was distributed with the newspaper’s edition leading up to the anniversary date October 3rd. The booklet featured 25 colour-coded articles of the online debate as a printed essay series. To illustrate each one, we invited 25 young German artists, born around 1989, who created 25 individual artworks. Each illustration features a distinct style whilst using the theme’s main colour and reflects the content portrayed in the essay. The magazine was published with 8 different cover versions, which were also distributed as post cards. The artwork was also inspiration for Google's global Instagram takeover and found a space in Google's Cultural Institute website in the form of an Online Exhibition featuring the illustrations and essays next to an audio tour. One selected illustration shaped the official Google Doodle, their homepage logo on the reunification anniversary date.

Our campaign turned a sometimes hard to grasp internet giant into a haptic, physical representation. Google’s first ever printed magazine, featuring 600,000 editions, gave the brand a clear, resonating purpose in German culture (6% increase in agreement to the statement “Google understands what is important to Germans”). More than 77 million people were reached over the course of the campaign, with more than 34,000 shares on Social Media.