{"id":80558,"date":"2023-12-15T16:00:02","date_gmt":"2023-12-15T15:00:02","guid":{"rendered":"https:\/\/thegoodwins.de\/?p=80558"},"modified":"2024-12-12T11:55:21","modified_gmt":"2024-12-12T10:55:21","slug":"news-kampagne-fuer-das-konzerthaus-berlin","status":"publish","type":"post","link":"https:\/\/thegoodwins.de\/en\/news-kampagne-fuer-das-konzerthaus-berlin","title":{"rendered":"Typographic and captivating: four-phase campaign for the Konzerthaus Berlin"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-parent=\"true\" class=\"vc_row has-bg need-focus style-color-xsdn-bg row-container\" id=\"row-unique-0\"><div class=\"row single-top-padding single-bottom-padding exa-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light font-134980\"  ><div class=\"uncoltable\"><div class=\"uncell\" ><div class=\"uncont no-block-padding col-custom-width\" style=\" max-width:804px;\" ><div class=\"vc_custom_heading_wrap\"><div class=\"heading-text el-text\" ><p class=\"font-129920 font-weight-700\" ><span>Sabine Danek <a class=\"pink-button-small\" href=\"https:\/\/page-online.de\/kreation\/typografisch-und-mitreissend-vierphasige-kampagne-fuer-das-konzerthaus-berlin\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #000000;\">Page<\/span><\/a><\/span><\/p><\/div><div class=\"clear\"><\/div><\/div><div class=\"uncode_text_column\" ><p>\u2018Klassisch anders\u2019 (Classically Different): That\u2019s the new motto at the Konzerthaus Berlin \u2013 now with their new chief conductor Joana Mallwitz and a rebranding campaign by The Goodwins, promising a young, modern, and exciting fresh start.<\/p>\n<\/div><div class=\"un-media-gallery owl-carousel-wrapper\">\n\t\t\n\t\n\t<div class=\"owl-carousel-container owl-carousel-loading single-gutter\" >\n\t\t\t\t\t\t\t\t\t<div id=\"gallery-631891\" class=\"owl-carousel owl-element owl-height-auto\" data-nav=\"true\" data-navmobile=\"false\" data-navskin=\"light\" data-navspeed=\"400\" data-autoplay=\"true\" data-timeout=\"3000\" data-stagepadding=\"0\" data-lg=\"1\" data-md=\"1\" data-sm=\"1\">\n<div class=\"tmb tmb-carousel tmb-iso-h4 tmb-light tmb-overlay-text-anim tmb-overlay-anim tmb-overlay-middle tmb-overlay-text-left tmb-image-anim tmb-bordered tmb-id-80560  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg tmb-lightbox\" ><div class=\"t-inside no-anim\" ><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"t-entry-visual-cont\"><div class=\"dummy\" style=\"padding-top: 70.7%;\"><\/div><a href=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_lachen.jpg\"  class=\"pushed\" data-active=\"1\" data-lbox=\"ilightbox_gallery-631891\" data-options=\"width:1000,height:707,thumbnail: 'https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_lachen-300x212.jpg'\" data-lb-index=\"0\"><div class=\"t-entry-visual-overlay\"><div class=\"t-entry-visual-overlay-in style-dark-bg\" style=\"opacity: 0.5;\"><\/div><\/div><img decoding=\"async\" class=\"wp-image-80560\" src=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_lachen.jpg\" width=\"1000\" height=\"707\" alt=\"\" srcset=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_lachen.jpg 1000w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_lachen-300x212.jpg 300w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_lachen-768x543.jpg 768w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_lachen-18x12.jpg 18w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_lachen-350x247.jpg 350w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><div class=\"tmb tmb-carousel tmb-iso-h4 tmb-light tmb-overlay-text-anim tmb-overlay-anim tmb-overlay-middle tmb-overlay-text-left tmb-image-anim tmb-bordered tmb-id-80563  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg tmb-lightbox\" ><div class=\"t-inside no-anim\" ><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"t-entry-visual-cont\"><div class=\"dummy\" style=\"padding-top: 70.7%;\"><\/div><a href=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gaensehaut.jpg\"  class=\"pushed\" data-active=\"1\" data-lbox=\"ilightbox_gallery-631891\" data-options=\"width:1000,height:707,thumbnail: 'https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gaensehaut-300x212.jpg'\" data-lb-index=\"1\"><div class=\"t-entry-visual-overlay\"><div class=\"t-entry-visual-overlay-in style-dark-bg\" style=\"opacity: 0.5;\"><\/div><\/div><img decoding=\"async\" class=\"wp-image-80563\" src=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gaensehaut.jpg\" width=\"1000\" height=\"707\" alt=\"\" srcset=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gaensehaut.jpg 1000w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gaensehaut-300x212.jpg 300w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gaensehaut-768x543.jpg 768w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gaensehaut-18x12.jpg 18w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gaensehaut-350x247.jpg 350w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><div class=\"tmb tmb-carousel tmb-iso-h4 tmb-light tmb-overlay-text-anim tmb-overlay-anim tmb-overlay-middle tmb-overlay-text-left tmb-image-anim tmb-bordered tmb-id-80561  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg tmb-lightbox\" ><div class=\"t-inside no-anim\" ><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"t-entry-visual-cont\"><div class=\"dummy\" style=\"padding-top: 70.7%;\"><\/div><a href=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_1000.jpg\"  class=\"pushed\" data-active=\"1\" data-lbox=\"ilightbox_gallery-631891\" data-options=\"width:1000,height:707,thumbnail: 'https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_1000-300x212.jpg'\" data-lb-index=\"2\"><div class=\"t-entry-visual-overlay\"><div class=\"t-entry-visual-overlay-in style-dark-bg\" style=\"opacity: 0.5;\"><\/div><\/div><img decoding=\"async\" class=\"wp-image-80561\" src=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_1000.jpg\" width=\"1000\" height=\"707\" alt=\"\" srcset=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_1000.jpg 1000w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_1000-300x212.jpg 300w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_1000-768x543.jpg 768w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_1000-18x12.jpg 18w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_1000-350x247.jpg 350w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><div class=\"tmb tmb-carousel tmb-iso-h4 tmb-light tmb-overlay-text-anim tmb-overlay-anim tmb-overlay-middle tmb-overlay-text-left tmb-image-anim tmb-bordered tmb-id-80564  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg tmb-lightbox\" ><div class=\"t-inside no-anim\" ><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"t-entry-visual-cont\"><div class=\"dummy\" style=\"padding-top: 70.7%;\"><\/div><a href=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Strom.jpg\"  class=\"pushed\" data-active=\"1\" data-lbox=\"ilightbox_gallery-631891\" data-options=\"width:1000,height:707,thumbnail: 'https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Strom-300x212.jpg'\" data-lb-index=\"3\"><div class=\"t-entry-visual-overlay\"><div class=\"t-entry-visual-overlay-in style-dark-bg\" style=\"opacity: 0.5;\"><\/div><\/div><img decoding=\"async\" class=\"wp-image-80564\" src=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Strom.jpg\" width=\"1000\" height=\"707\" alt=\"\" srcset=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Strom.jpg 1000w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Strom-300x212.jpg 300w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Strom-768x543.jpg 768w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Strom-18x12.jpg 18w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Strom-350x247.jpg 350w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><div class=\"tmb tmb-carousel tmb-iso-h4 tmb-light tmb-overlay-text-anim tmb-overlay-anim tmb-overlay-middle tmb-overlay-text-left tmb-image-anim tmb-bordered tmb-id-80559  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg tmb-lightbox\" ><div class=\"t-inside no-anim\" ><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"t-entry-visual-cont\"><div class=\"dummy\" style=\"padding-top: 70.7%;\"><\/div><a href=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gefuehlt.jpg\"  class=\"pushed\" data-active=\"1\" data-lbox=\"ilightbox_gallery-631891\" data-options=\"width:1000,height:707,thumbnail: 'https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gefuehlt-300x212.jpg'\" data-lb-index=\"4\"><div class=\"t-entry-visual-overlay\"><div class=\"t-entry-visual-overlay-in style-dark-bg\" style=\"opacity: 0.5;\"><\/div><\/div><img decoding=\"async\" class=\"wp-image-80559\" src=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gefuehlt.jpg\" width=\"1000\" height=\"707\" alt=\"\" srcset=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gefuehlt.jpg 1000w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gefuehlt-300x212.jpg 300w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gefuehlt-768x543.jpg 768w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gefuehlt-18x12.jpg 18w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Gefuehlt-350x247.jpg 350w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div>\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n\t\n\t\n<\/div>\n\n<div class=\"uncode_text_column\" ><p>Joana Mallwitz is the new star in Berlin. 37 years young and a high-flyer since she decided to become a conductor at the age of 13. She became an early student and took up her first position as a conductor at the theatre in Heidelberg at the age of 19.<\/p>\n<p>How happy people in Berlin are that they landed this coup and were able to win her as chief conductor for the Konzerthaus is shown by the posters that have been showing her face all over Berlin for months.<\/p>\n<p>They are part of a four-phase campaign by the\u00a0<a href=\"https:\/\/page-online.de\/kreation\/warum-man-diese-kampagne-nur-bei-gruenem-strommix-sieht\/\" target=\"_blank\" rel=\"noopener\">Berlin agency The Goodwins<\/a>, which is comprehensively repositioning the Konzerthaus Berlin with its new brand identity.<\/p>\n<p>Completely tailored to Joanna Mallwitz \u2013 as the first woman to be chief conductor there and also a young mother, a fan of push-ups, of fantasy books such as R.F.'s Babel - and celebrated for her drive and passion.<\/p>\n<p>And these also run the campaign and corporate design.<\/p>\n<\/div><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-80562\" src=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Euphorie.jpg\" width=\"1000\" height=\"707\" alt=\"\" srcset=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Euphorie.jpg 1000w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Euphorie-300x212.jpg 300w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Euphorie-768x543.jpg 768w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Euphorie-18x12.jpg 18w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Euphorie-350x247.jpg 350w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><div class=\"uncode_text_column\" ><p>\u2018Klassisch anders\u2019 (Classically different) now describes the Konzerthaus am Gendarmenmarkt with its dynamic logo.<\/p>\n<p>Alongside \u2018Ballungsraum der Euphorie\u2019 (Centre of euphoria) in strong and bright red typography including a photograph of an audience jumping up as if at a pop concert, \u2018Kollektiver Kontrollverlust\u2019 (Collective loss of control) or \u2018Und du denkst, du hast schon alles gef\u00fchlt\u2019 (And you think you've already felt everything) in bright yellow.<\/p>\n<p>Joanna Mallwitz herself, on the other hand, can be seen in a wide variety of poses, laughing boisterously, self-confidently and swinging her baton enthusiastically and expressively. It is hard to believe that she says about herself that she is introverted.<\/p>\n<p>The portraits are accompanied by slogans such as \u2018Im Takt gegen den Strom\u2019 (To the beat against the flow) or \u2018G\u00e4nsehaut kennt keine Grenzen\u2019 (Goosebumps know no bounds).<\/p>\n<\/div><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-80565\" src=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Kontroll.jpg\" width=\"1000\" height=\"707\" alt=\"\" srcset=\"https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Kontroll.jpg 1000w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Kontroll-300x212.jpg 300w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Kontroll-768x543.jpg 768w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Kontroll-18x12.jpg 18w, https:\/\/thegoodwins.de\/wp-content\/uploads\/2024\/12\/KON_Kampagnenphasen_Goodwins_Kontroll-350x247.jpg 350w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><div class=\"uncode_text_column\" ><p>Above all, however, the campaign is clearly intended to \u2018convey openness for all, show that music can overcome social boundaries and make the Konzerthaus a place of great emotions,\u2019 says Maurice Pfleiderer from The Goodwins. \u2018The new brand language, which heralds the beginning of a new era for the Konzerthaus, is therefore above all powerful, loud and multi-faceted - just like Berlin itself.\u2019<\/p>\n<p>Everything is becoming more extreme, more aggressive, more explosive, states a case film with images of forest fires, riots and war. \u2018And what does the Konzerthaus Berlin do? It is open to everyone and relies on the power of opposites, the unique \u2018we\u2019 culture.\u2019<\/p>\n<p>And this is also visible in the typography, in which different fonts, styles and weights come together, serif on sans serif, italic on standard, normal on bold.<\/p>\n<p>Joana Mallwitz's inaugural concert in September was euphorically celebrated, and success seems guaranteed. As does the campaign.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-0\" data-row=\"script-row-unique-0\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-0\"));<\/script><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Sabine Danek PageKlassisch anders: So hei\u00dft es jetzt im Konzerthaus Berlin \u2013 und das mit der neuen Chefdirigentin Joana Mallwitz [...]","protected":false},"author":1,"featured_media":80569,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[118],"tags":[],"class_list":["post-80558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-presse"],"_links":{"self":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/posts\/80558","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/comments?post=80558"}],"version-history":[{"count":0,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/posts\/80558\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/media\/80569"}],"wp:attachment":[{"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/media?parent=80558"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/categories?post=80558"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thegoodwins.de\/en\/wp-json\/wp\/v2\/tags?post=80558"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}