Client: Frankfurter Buchmesse
Year: 2023
75 times Frankfurter Buchmesse. And the story goes on.
In 2023, the Frankfurter Buchmesse celebrated its 75th anniversary. What began in 1949 as an exhibition with only 205 German publishers in Frankfurt’s St. Paul’s Church, has evolved into the world’s largest international book fair over the decades. Today, it attracts authors, publishing professionals, rights and licensing experts, and prominent figures from culture, politics, and business from over 100 countries, uniting them in a global celebration of literature and ideas.
Celebrating the power of stories to connect people and generations. Under the motto And the story goes on, the campaign reflected on its rich and vibrant history while opening a new chapter for its future: 75 times books, 75 times dialogue, 75 times connection, 75 times Frankfurter Buchmesse. And the story goes on!
The goal: to create a concept that felt both familiar and fresh. Rooted in memories of thousands, yet alive with all that come to the Frankfurter Buchmesse in the present. Visually, we reinterpreted key moments from the fair’s archive, giving them new energy across print, digital, and outdoor spaces. The result was a campaign that turned nostalgia into momentum. A living story that invited everyone to take part.
From Social Media to Out-of-Home
To bring the campaign into the city, we turned Frankfurt itself into part of the story. Public bookshelves became playful landmarks: each branded and filled with surprises and rewards. Through social media clues, the campaign encouraged people to explore, share, and connect. What began as a walk through the city became a shared digital experience – a mix of storytelling, discovery, and urban design that blurred the line between online and offline engagement.
This tactic served multiple layers: it elevated brand visibility in public space and encouraged community interactions that came with amplified social reach via user-generated content, and deepened emotional investment before the fair even began.
Stories coming together at Paulsplatz: 75 Chairs, 75 Stories.
The campaign culminated in a public installation at Paulsplatz: 75 chairs, each representing one story from the fair’s history. Visitors could sit, scan a QR code, and hear or read personal stories from authors, readers, and publishers – a living archive in the middle of the city.
The installation turned an ordinary square into a collective space of reflection and connection. Simple, symbolic, and open to everyone — the chairs became a meeting point for stories old and new.