EMOTION: Who do you want to be?

The task:

EMOTION is the women’s magazine that doesn’t tell women how to live.
Instead, it coaches women along life’s path. And helps them achieve their personal goals.

The task was to express this mindset in a new slogan and a slogan launch campaign.

The solution:

Like any good coach, a good women’s magazine starts by listening and asking questions.
That is why EMOTION’s new slogan isn’t a self-referential statement but an invitation to enter into dialogue.

With the motto „Wer willst du sein? (“Who do you want to be?”) the campaign starts by asking each woman to write a letter to a very special person: herself.
The letters are then turned into an art installation, and the initiative itself becomes a dialogue – with many new readers.