LäND HERE is a powerful integrated campaign launched in Germany in October 2024 by WPP for the state of Baden-Württemberg, aimed at addressing two critical challenges: the region’s low global recognition and a pressing skilled labor shortage projected to reach mid-six figures by 2030. Known as THE LÄND and situated in southwestern Germany, Baden-Württemberg stands as one of Europe's most dynamic business and industrial hubs, combining exceptional economic strength with an outstanding quality of life. This campaign communicates a bold, open invitation to skilled professionals worldwide—and beyond—to live and work in THE LÄND. At its core is a unique intergalactic-themed activation featuring an official landing strip in Mössingen, symbolizing an invitation for talent from anywhere in the universe to "LÄND HERE." The state’s Minister-President, Winfried Kretschmann, delivers a compelling message underscoring the urgent need for skilled migrants from diverse backgrounds, reinforcing the region’s reputation as a progressive, innovative hotspot that thrives on diversity and collaboration. Backed by prominent players such as Mercedes-Benz, Bosch, IBM, SAP, TeamViewer, and the Max Planck Institute for Intelligent Systems, the campaign showcases testimonials emphasizing THE LÄND’s vibrant ecosystem of cutting-edge technology, research excellence, and inclusive culture. With support mechanisms including policies, relocation guides, and direct access to career opportunities via the campaign’s digital platform, the LÄNDINGPAGE, Baden-Württemberg positions itself as a future-ready destination where innovation meets superior work-life balance. Renowned for its 149 leading global companies, exceptional education, rich cultural landscape, and impressive life expectancy, THE LÄND offers a compelling proposition for global talent seeking a thriving yet livable environment. This initiative redefines the future of skilled labor attraction by combining visionary storytelling with concrete incentives, setting a new standard for regional promotion amidst global competition. For more information and to explore opportunities, prospective applicants are encouraged to visit the campaign website and follow its ongoing updates on social media platforms.
Credits
Client
Baden-Württemberg
Agency
WPP
Campaign Proposition
The ‘LÄND HERE’ campaign by Baden-Württemberg positions the federal state as a premier global destination combining economic strength, innovation, and high quality of life, aimed specifically at addressing a critical skilled labor shortage projected to reach mid-six figures by 2030. The campaign’s core promise is that Baden-Württemberg offers unparalleled opportunities for skilled professionals worldwide, emphasizing its dynamic industrial landscape, cutting-edge research institutions, and supportive ecosystem for innovation alongside an exceptional standard of living. By branding itself as 'THE LÄND'—an inviting, forward-thinking region open to talent from any origin—the campaign asserts a confident, inclusive identity that transcends traditional geographic boundaries, even audaciously extending the invitation to “all intelligent life.”
Strategically, the campaign leverages the insight that global competition for skilled workers demands a bold, distinctive approach. It uses a creative angle with intergalactic ambitions and symbolism—a state-run landing strip and public figures including the Minister-President and leaders from major corporations—to dramatize and authenticate the invitation. This narrative underscores the seriousness of the labor shortage while portraying Baden-Württemberg as a hub for innovation, diversity, and opportunity. Targeting international skilled migrants broadly, the campaign integrates policy support and practical resources, including a comprehensive digital Relocation Guide and direct company career links, to lower barriers to migration. By harnessing endorsements from top companies and research bodies, it balances visionary messaging with credible, tangible incentives. The communication is distinctly narrative-driven, combining authoritative voices with imaginative visuals to engage a global audience, positioning Baden-Württemberg not only as a place to work and live but as a catalyst for future technological and scientific advancements.
Creative Device
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
The “LÄND HERE” campaign deploys vivid symbolism—most notably, the intergalactic invitation and the literal “landing strip” with a massive yellow arrow and illuminated ‘LÄND HERE’ sign—to exaggerate Baden-Württemberg’s openness and desirability. Rather than simply explaining benefits or focusing on testimonials, the creative device leverages exaggerated, almost sci-fi imagery (inviting all 'intelligent life', not just people from Earth) as a metaphor for international welcome and opportunity. These symbols dramatize the region’s advantages, making the benefits unforgettable and universal via highly memorable visual and conceptual cues.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Competitive Planks
Bavaria – Market Positioning
Bavaria positions itself as Germany’s economic powerhouse with a strong focus on high-tech industries, automotive, and innovation. It emphasizes cultural heritage alongside modern economic strength, highlighting Munich as a global tech and finance hub. Bavaria leverages its international appeal through quality of life, a robust educational system, and a well-developed infrastructure to attract skilled talent and investment.
North Rhine-Westphalia (NRW) – Market Positioning
NRW differentiates itself as Germany’s most populous and industrially diverse state, focusing on transforming its traditional heavy industries into green tech and digital sectors. With strong urban centers like Cologne and Düsseldorf, it promotes a vibrant cultural scene, affordable living, and dynamic labor markets, positioning itself as an accessible and innovative migration destination for skilled workers.
Hamburg – Market Positioning
Hamburg brands itself as a global logistics and media hub with a strong maritime heritage, emphasizing sustainability and creative industries. It appeals to skilled migrants by highlighting its international connectivity, high quality of life, and progressive social policies, establishing a cosmopolitan environment supportive of innovation in digital technologies, green energy, and cultural entrepreneurship.
Hesse – Market Positioning
Hesse leverages Frankfurt’s status as a global financial center to attract international talent in finance, IT, and research. The state promotes itself as a gateway to Europe, offering excellent public infrastructure, diverse job opportunities, and a high standard of living. Its strategic positioning is centered on fostering innovation ecosystems that blend finance, technology, and academia.
Saxony – Market Positioning
Saxony is positioning itself as an emerging technological and manufacturing hub in eastern Germany, focusing on microelectronics, automotive, and renewable energy sectors. It emphasizes cost competitiveness, growing start-up culture, and strong academic-industrial collaboration to attract skilled labor. Saxony offers a compelling value proposition with affordable living, rich cultural history, and increasing internationalization.
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