Bertolt Bra
Reclam
Challenge
Reclam’s iconic yellow books, from Goethe to Schiller, are a staple in German schools. However, for today’s students, they often feel like an academic burden.
So how can we reframe the Reclam brand and its audiobooks to resonate with today's young audience, forging a connection that feels authentic and relatable?
Idea
Rap meets Literature: Two worlds, one thing in common – the German language.
We’ve paired iconic rap hooks from popular German artists with literary quotes from authors like Schiller, Goethe, and Kant. In this OOH campaign, each poster begins with a familiar rap lyric and ends with a thought-provoking quote from a classic literary work, creating an unexpected fusion of two powerful cultural forces.
To further generate awareness we introduced the Reclam Rap Festival, showing that whether in poetry or rap, the power of words remains universal.
