A hard to miss outdoor campaign announcing a new Goethe-Institut location in Delhi.
Overview
The Goethe-Institut is Germany’s global cultural institute and a leading provider of German language education. The campaign announced its new German language course location in South Delhi, using a bilingual creative approach across Delhi Metro and outdoor media to reach a young, culturally curious Delhi audience.
Goals
- Build awareness of the new location among Delhi’s young, culturally curious audience
- Make bilingualism the idea, rather than simply translating one language into another
- Create a visual system with impact, from large-format outdoor sites to everyday viewing distances
Deliverables
- Campaign concept and creative direction
- Bilingual typography and messaging system
- Metro and outdoor campaign artwork
- Digital adaptations
Approach
We made the language itself the creative device. The German headline leads, with English following naturally, creating a bilingual system that feels conversational rather than translated. Typography, hierarchy and scale were designed to retain clarity and impact across both large-format and close-range applications.
Result
A cohesive campaign designed for Delhi Metro, outdoor and digital touchpoints, giving the new South Delhi location a distinctive and immediately recognisable presence.
