Bloody Weather
Wärme Hamburg
The municipal district heating provider Wärme Hamburg faced a clear challenge: As a company wholly owned by the City of Hamburg, the brand needed not only to be known by the public but also loved. The goal was to establish the energy provider as a true local brand and create an emotional connection with the people of Hamburg.
At the strategic core of the new brand identity lies the warming heart – a powerful metaphor that captures both the company’s core business and its emotional connection to the city. Rather than seeing Hamburg’s famously gloomy weather as a drawback, the campaign turns it into a strategic advantage. When things get uncomfortable outside, the true value of Wärme Hamburg becomes clear. What might seem like a disadvantage becomes the perfect opportunity to demonstrate the brand’s relevance.
The cross-media campaign – featuring an online film, bold OOH visuals, and a variety of social media assets – taps into what makes Hamburg truly authentic: the weather. With a surprising twist, the campaign offers a heartfelt “thank you” to Hamburg’s infamous gloomy weather and turns the energy provider into a genuine part of the city’s identity.
| Production | CHUNK |
| Direction | Bernd Possardt |
| Music/SD | Yessian |
