Is it a friendly smile if someone is holding the door for me? Is it the umbrella someone is sharing with me? Is it a handshake, a gesture, a glance or the help given when a tourist asks for directions? A respectful togetherness sometimes requires a small step back to reconsider the conditions.
The KunstRaum Goethestrasse xtd, a part of pro mente Upper Austria in Linz is more than just a gallery or showroom. KunstRaum combines art, cultural content and social policy and gives people the opportunity for networking, social connection under the motto Variety, diversity, respect.
With the recent project City of Respect, KunstRaum, Linz AG Linien and Friedensstadt Linz introduce an initiative to further develop an open society. For that project, agency Bruketa&Zinic OM Vienna created the communication strategy, visual identity and 360° campaign.
Copy: This city is all about solidarity
“At the beginning of the project we asked ourselves: what is respect for each of us? And the question: what is respect for you? was the base idea for the entire creative process” – says Helena Rosandić, Managing Director of Bruketa&Zinic OM in Vienna. The agency started with a short survey among the citizens of Linz, asking people what respect means to them, and the responses collected were the core of the entire campaign. Linz locals provided the main message, they made this campaign.
Copy: Respect is for me: To be allowed to have my personal space.
Copy: Respect is for me: To be allowed to move at my own pace.
The artwork is colourful, with a playful font to appeal to the whole community – young and old. The city of Linz features some iconographic landmarks like the Lentos Museum and the main cathedral. The symbols are arranged in a circular graphic, to portray an inclusive unity and a society with cohesion and solidarity.
Copy: City of Respect. An initiative for respectful living.
Copy: Respect is for me: To be allowed to move at my own pace.
The leitmotif of respect is movement. Only with movement do people come together. In cooperation with Linz AG Linien and Friedensstadt Linz a lot of different communication tools were at our disposal. “The public transport network in Linz is like a pulsating lifeline which connects people and spaces” says Dr. Jutta Rinner, MBA, director of the executive board of Linz AG Linien, adding that they were proud to support this initiative because in public transport systems respect is an important issue.
The campaign is divided into separate phases and will be on-air for a year. Following ATL activities, the campaign goes digital, on social media mostly. Where dialogue with Linz locals actually happens.
Copy: Respect is for me: Saying calm while someone’s phone is ringing loud as hell.
“What we have created here is not a one-time idea, with this project we can all help to find a collective answer to the question: what is respect? Tell us what respect is for you, go on the Facebook page City of Respect and your voice will be heard” say Susanne Blaimschein and Beate Rathmayr, KunstRaum’s City of Respect initiators.
Bruketa&Žinić OM Wien / Joško Jureškin (Creative Director, Art Director), Tanja Škorić (Creative Director), Helena Rosandić (Managing Director, Account Manager), Simon Weyer (Copywriter), Katrin Krumpl (Junior Copywriter)
Bruketa&Žinić OM Zagreb / Nebojša Cvetković (Art Director), Alen Lipuš (Designer)
Marko Čagalj (Animation)
Martin Sighart (Foto)