The brief
Goethe Institut saw the German language fall out of favour with the Belgian population, while languages of warmer holiday destinations like Spain gained traction.This triggered a campaign to actively promote the organisation’s language courses.

The goal
Inspiring teachers to motivate their students to take on a German language course, while encouraging students to opt for German as their preferred language of study as well. 

The solution
A creative concept built around the popular song, “Eins, Zwei, Polizei,” which had garnered over 45 million views on YouTube. This familiar phrase became the cornerstone of our campaign, offering a humorous and relatable entry point into the world of the German language. Our campaign served as a bridge between the world of popular culture and the realm of language education, successfully motivating both teachers and students to explore the German language courses provided by the Goethe Institute.