Baden-Württemberg LÄND HERE: Attracting Global Skilled Talent | Clapboard Ad Archive

LÄND HERE

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

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.

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

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