The Guardian urges Berliners to 'break glass' and take a free copy of its Guardian Weekly
"In case of corruption, break glass!" reads one of The Guardian's red emergency boxes in Berlin, containing copies of its Guardian Weekly.
Another box states, "In case of climate inaction". It's part of a new marketing campaign by the news brand and its in-house creative agency OLIVER to encourage passersby to literally smash the glass and take complimentary copies of the international magazine.
Germany is, in fact, the largest of the EU markets for the publication, with a growth of 54% since its relaunch in 2018. To grow awareness, The Guardian has installed interactive street placements in the German capital. The visuals are striking, using some of the most iconic covers produced over the last 12 months.
Recent research shows that European readers and in particular, Germans look to the news brand for a global perspective. They value its investigative journalism, reporting on transnational issues including the climate crisis and news and opinion around EU politics. It was this insight that inspired the campaign.
Sam Jacobs, creative director at OLIVER, said: "Our response presents the magazine in a dramatic way, inviting bypassers to arm themselves with the facts behind the most critical global issues and be inspired to take action.
"OLIVER is the only company in the world to exclusively build and run in-house agencies for brands. We pride ourselves on delivering strong creative results in fast-paced environments. Our proximity to the Guardian team means we can be agile, and our understanding of the brand enables us to scale up or down depending on business needs."
Other Guardian work produced in partnership with OLIVER includes a London Underground outdoor campaign for the Guardian's flagship podcast, Today in Focus, and illustrations for the Guardian Jobs brand identity. OLIVER works in-house with other brands, including Barclaycard and Unilever.