Der Spiegel reflects on reality

In a world of media obfuscation and fake news – a term, ironically, popularised by a man whose utterances are possibly even more fake than his tan – it’s crucial to be selective about your comms choices. 

This clever campaign from Serviceplan Hamburg for Spiegel Online, now rebranded like its news magazine as Der Spiegel, presses home the veracity of its output and its commitment to independent investigative journalism. 

Part of a cross-media drive comprising online, social, TV, print and OOH, the rebrand includes a powerful film, We Hold The Mirror Up To This World, directed by Mark Hartmann through NHB Studios. 

The film punchily outlines the horrors of the world today – a planet on the brink, a world leader who wants to buy Greenland, the rise of the far right, millions of refugees in peril on the high seas – it's not exactly the sort of new-year round up that makes January any easier to bear, but hey, it's still important to know what's what.

There are six print ads that employ the mirror motif to explore the flip side of current affairs topics; showing two statements that give the whole picture on an issue  – Food Waste for example declares: “Every year people throw away 1.3 billion tons of food,” which is accompanied by the dreadful fact that “822 million people are starving.”