Back from a few breezy summer days, we were greeted by the beautifully designed, storytelling-packed issue of Grafikmagazin – featuring a fantastic write-up on our campaign “Klima. Mach’s. Konkret.”
If you haven’t grabbed a copy yet, do yourself a favor and order one. The tactile beauty of the embossed, die-cut cover alone makes it worth it.
Text: Christine Moosmann
We all know by now: climate action is crucial, and it will only succeed if each of us plays our part. But honestly? No one wants to be lectured or guilt-tripped anymore. That’s exactly where Coool Agency steps in – with a climate campaign for Oldenburg that speaks to people in a way that truly resonates.
The best solutions are often disarmingly simple. In this case, the Stuttgart-based creatives applied a classic marketing principle: What’s in it for me? If climate talk makes people tune out and roll their eyes, you need a new approach. Instead of repeating why climate action matters, they built a narrative around a clear promise of personal benefit.
Under the claim “Klima. Mach’s. Konkret.” (roughly: Climate. Make it. Happen.), Coool Agency launched a communication strategy that drops fear tactics, guilt trips, and the language of sacrifice. On the contrary – it highlights what citizens actually gain from each climate measure.
Visually, the campaign borrows from discount retail codes: bold “sticker” graphics, splashy colors, and eye-catching words like “New,” “50% cheaper,” or “100% free” that trigger our inner bargain hunter. Climate measures are staged like must-have items: the city bus, solar panels, or heat pumps are presented as if they were the deal of the season.
Fresh colors, strong typography, and portraits of real, diverse residents round out the design, making sure the message speaks to everyone in the city.
At the heart of the campaign is Oldenburg’s new Climate Portal, which shows residents exactly what benefits they can expect from specific measures. The city aims to be climate-neutral by 2035, and here progress is made transparent, measures are explained, and funding opportunities are laid out. To drive visibility, the portal is promoted via posters, billboards, city lights, and DOOH screens across town, while social media channels take on the tone of friendly, influencer-style communication.
“As a city, we need to activate the broad middle of society if we want to reach Oldenburg’s climate goals – and we need to take climate action out of the green bubble,” says Peter Zenner, Head of Climate Protection Services, City of Oldenburg. The proof that it’s working? Portal visits have skyrocketed by an impressive 286% since the campaign launch.
For Tobias Kollmann, founder and creative director of Coool Agency, one thing is clear: the climate transition won’t succeed without a communication transition. “We need new narratives that empathize with people’s real concerns and show them they can benefit – financially, in daily life, and for the future of their children. This isn’t an either-or anymore. It’s a win-win-win: for people, business, and the planet.”