Lower Saxony Launches 'This is Big' Campaign with Dennis Schröder

Lower Saxony is launching a new, multi-million euro location campaign aimed at presenting itself with greater confidence and self-assurance. The campaign's new slogan is "Das ist groß" (This is big), accompanied by a sound logo featuring the whistling intro to the Scorpions' classic "Wind of Change."

Basketball World Champion Dennis Schröder has been engaged as the campaign's ambassador. Promotional teasers, created with AI support, showcase Schröder in various roles, including jumping from a plane, wearing a doctor's coat at a baby's birth, and as a rider on the beach. The previous slogan, "Niedersachsen. Klar." (Lower Saxony. Clear.), is being retired, having been criticized by some as too vague and modest.

Minister President Olaf Lies (SPD) stated that the new campaign seeks to present the state more courageously. "This means being down-to-earth, but not making ourselves small," he told the German Press Agency. "If we make ourselves small against all the others who are making themselves big, we will not be noticed." The campaign highlights that Lower Saxony possesses good conditions in many areas but struggles with effective communication.

The campaign website, dasistgross.de, features messages like "Moin from Lower Saxony. The place where quiet work leads to loud successes. We are Baby Land, Car Land, and Agrarian Land with sandy beaches. But above all, we are big." It promotes the state's "great, unknown strengths" in the economy, citing a study by IW Consult that ranks Lower Saxony second nationally for general conditions for future growth, behind Bavaria and ahead of Baden-Württemberg. Strengths mentioned include the highest birth rate in Germany, leadership in wind power, and over ten million fruit trees in the Altes Land region.

The campaign, developed by the advertising agency Scholz & Friends with a budget of up to ten million euros for this and the next year, initially targets Lower Saxony's residents to encourage them to become ambassadors for their state. Content aimed at investors and skilled workers is planned for the autumn. The goal is to make Lower Saxony more attractive for residents, potential workers, and investors.

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This means being down-to-earth, but not making ourselves small. If we make ourselves small against all the others who are making themselves big, we will not be noticed.