Trump, the climate catastrophe, growing populism, the refugee crisis – today’s news is more chaotic than any TV show. Nobody knows what to believe anymore.

In these times, DER SPIEGEL wanted to strengthen its role as THE German news brand offering reliability and orientation.

The idea: An integrated campaign that gives people orientation, highlights perspectives and inspires reflection. The motto: ‘We hold a mirror up to this world’ – a clever bilingual play on words: In German, SPIEGEL means mirror.The campaign confronted the powerful with their responsibility – in film, print, OOH and online. 

An online and cinema spot shows the dramatic reality – and unsettles and shocks. Motifs in print and OOH illuminate current events from various perspectives – with mirrored versions of editorial photos. In the digital world, the campaign unveils its full power where otherwise fake news poisons the social climate. A landing page on spiegel.de as well as social ads on Facebook and Instagram offered orientation and different perspectives.

The campaign sparked an intensive discussion in Germany – online and offline. The result: over 23 million contacts, 32 million media impressions and more than 10,000 comments.