Helene Fischer
How to cast somebody in a different light that everybody think they know.
Helene Fischer is arguably Germany’s only true pop star. She captivates people across all generations, genders, and social backgrounds. People want to be with her, be friends with her, or even be just like her. She is beautiful and successful, fills stadiums, and yet seems to be one of us. This makes her the ultimate projection screen for an entire nation—and nothing less than the focal point of its pop culture.
Commissioned by Live Nation, Universal Music and Kanthak Agency we were responsible for the campaign promoting Helene Fischer's 20th-anniversary tour, covering out-of-home advertising, TV, and social media, as well as—a real highlight for us—several collector’s edition postage stamps created in partnership with Deutsche Post.
Therefore we focussed on the contemporary aspects of her stardom and transported a more edgy image to reach a slightly younger and more influential segment of her target-group which resulted in a highly recognizable and eye-popping overall look.
Out of Home. Colorful and catchy out-of-home advertisements were displayed extensively and in large numbers across all major German cities.
Website. The ticketing section of the artist's website underwent a comprehensive facelift.
TV and Social Media. The first TV Ad we created in collaboration with Musclebeaver using existing footage was dropped before Christmas 2025 to drive ticket sales.
Over the course of the campaign, combined Out-of-Home and social media motifs concentrated attention.
TV and Social Media. The second spot aired on TV and social media just before the tour and focused on the moment inside the stadium. We deliberately left the singing to the crowd to evoke a sense of communal unity, with a goddess-like Helene acting as the ringmaster. As we did not have access to the artist, selected shots were generated using AI in collaboration with Soulpix. Combined with real footage of audiences from previous concerts, an authentic concert atmosphere was created.
Tickets. We created a consistent visual language, from the first touchpoint to the final stadium entry.
The communication was adapted for every conceivable format.
In cooperation with Deutsche Post, we conceived several collector's stamp editions to accompany the 20th stage anniversary of Helene Fischer and her 360° Stadium Tour, targeting different audience groups. These include individual stamps for general postal use, rolls for B2B, collector's sheets for fans, as well as strictly limited special stamps aimed explicitly at hardcore collectors.
The particular challenge was that, in accordance with Deutsche Post guidelines, no living person may be depicted on a stamp. Nevertheless, we managed to capture the overall visual identity of the campaign, make the artist recognizable, and convey the spirit of her live performance.
Stadium Edition. Featuring the atmosphere inside the German venues of the 360° stadium tour. It combines song titles with city names to create a bond between the artist and her community all over the country. A striking gesture of community that fits perfectly with Deutsche Post.
Song Edition. This concept features the colorful visual language of the overall campaign putting the most iconic hits of Helene Fischer in the center of attention and in the context of her 20th stage anniversary.
Silhouette Edition. A very smart workaround the fact that we weren't allowed to show the artist. The silhouettes used evoke associations, convey the energy of Helene Fischer's performance, and fit perfectly into the overall pop aesthetic of the campaign.
Gold Edition. The absolute hightlight of all stamps is the "20 Jahre Gold Edition" for Helene Fischer featuring a strictly gold plated stamp for absolute hardcore fans and collectors.
Never before in our careers have we had the opportunity to design a print product that incorporates so many different types of print finishing with as many production partners.
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