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The Berlin Bear: Keep It or Lose It?

Students present creative video works and show how marketing communications works with facts and emotions

Mirroring the rhetorical logic of Make America Great Again (American was already great), four student teams were asked whether the Berlin Bear should be kept or abandoned. Each team worked with different communication strategies: All Emotion / No Facts, No Facts / All Emotion.

The module teacher Howard Hunt, an international entrepreneur and advertising creative, devised and coordinated students’ work. Each team was given a specific messaging approach. Their task was to identify an audience, devise a marketing campaign that targets that specific audience, and justify their findings in a question and answer session that followed their final presentation.

The four teams developed an interconnected slogan, poster, and thirty second video spot, as well as a channel strategy designed to reach their target audience.

Their work was presented at the annual hdpk summer festival. You can see the works here

Our contact

Prof. Dr. Brigitte Biehl


for the B.A. Creative Industries Management & M.A. International Management (Creative Industries) |Professor for Media and Communication Management | Director of the "Institut für Weiterbildung in der Kreativindustrie (IWK)"
Telephone +49 30-2332066-19 Send an email