CNN International launched a new slogan – Go Beyond Borders – at the end of last year. The launch of the new slogan aligned with the 20th anniversary of the fall of The Berlin Wall on November 9th, 1989. In order to launch the slogan, CNN International enlisted the help of Belin-based agency Heimat to develop a fully integrated campaign that ultimately reached over 2 million people during the fallen Wall’s 20th anniversary celebrations.
The integrated campaign featured 40 km of tape (carrying CNN’s new slogan) marking the site of the former division between East and West Berlin. 8 street art installations developed by artist El Bocho also ran along several key spots along the wall’s former position, telling heroic stories of escape and other memorable experiences. In addition, informational posters recounting stories and history included QR codes that led viewers online to absorb additional content, including a map of the project and archive video material.
We found this project to offer a strong case study in how a well planned and executed integrated campaign can bring a story – and brand slogan – to life for people that may not have direct experience with it (i.e., a brand that isn’t available in all countries). The CNN Go Beyond Border tape art project not only illustrated and recounted a human, historical experience, but educated as well.
A case study of the integrated campaign is featured below.