An outdoor campaign for a new language-learning location in Delhi.

Overview

A campaign announcing the Goethe-Institut’s new Hauz Khas course location, running across metro and outdoor sites.

Goals

1. Announce a new location to a young Delhi audience
2. Work bilingually without feeling like a translation
3. Hold up at metro scale and at arm’s length

Deliverables

• Campaign concept
• Bilingual type system
• Outdoor and metro artwork
• Digital adaptations

Approach

The German headline leads and the English follows — a structure that puts the language itself at the centre of the campaign rather than treating it as a barrier to translate away.

Result

A campaign system running across metro, outdoor and digital placements.