Impeccable architecture. Glass panels everywhere. Wide open spaces. It was obvious from the beginning that Scholz and Friends was a unique endeavor, and it came as no surprise when Frauke mentioned that they also integrate architecture into their services.
The people at Scholz strive for a "conducting idea"; this is a central theme that is reinforced in all aspects of a campaign. The various platforms (ie: advertising, PR) are then used as instruments; some are louder, some are softer, and some are not part of the campaign "orchestra". By using a basic metaphor the folks at Scholz can immediately imprint their vision to a client.
The architecture background also came out in the campaigns we were shown. Both the Germany "Land of Ideas" and Euro Parliment campaigns utilized gigantic items like a package of chicken or shoe. Furthermore, these items allowed Scholz to overcome budget constraints by getting newspapers and online sources to print (free) stories and pictures. Another inexpensive media, viral video, was used with the Euro Parliament campaign. Again they received free publicity through word of mouth and free YouTube hits.
The impression I came away with was the people thought smarter, they didn't just throw money at a campaign. Innovative strategies and campaigns won them many awards and respect on the continent and worldwide. Scholz and Friends inspired me to think about my problems in a new way and to use all possible instruments to get a message across.
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