Anyone walking through the Hesse countryside today might suddenly come across posters that are more than just billboards. They tell stories and bring the future into view. With an innovative campaign featuring handcrafted wooden posters, the Hesse Ministry of Agriculture and the Environment demonstrates how modern, sustainable communication works.
The campaign for the Klimaplan Hessen was implemented in collaboration with the Berlin-based agency ressourcenmangel. It makes it clear: this is about the here and now in the state and a tomorrow that protects Hesse’s climate and nature.
Sustainability starts with communication
The posters, which were built in collaboration with the Werkstatt für Alles, send a clear signal for sustainable communication. Instead of traditional advertising spaces, handcrafted wooden posters are used, which not only provide information but also become part of Hesse’s natural landscape. They are placed where they have the greatest impact – along hiking trails, at vantage points and in nature reserves. Exactly where the Hesse Climate Plan is making a difference for the present and the future. Specifically, these are the vineyards near Rüdesheim am Rhein, the Wasserkuppe in the Rhön and the Wehrheim Climate Experience Trail north of Frankfurt.
The poster becomes the subject
Normally, the subject is depicted on a poster; here, the poster itself becomes the subject. Each of the large-format posters has been designed and positioned to establish a direct link to the content of the Klimaplan Hessen. What makes it special is that its design allows viewers to literally ‘see through’ it – to the real landscape behind it. The slogan “For today and tomorrow” is brought to life in an impressive way – and can be experienced first-hand.
Innovation meets information meets interaction
Accompanying information boards provide additional details on the respective projects and the background to the Klimaplan Hessen. Furthermore, each poster features an integrated bench that not only invites people to linger but also encourages interaction on social media: as a selfie spot, a place for personal exchange and a statement for greater sustainability. In this way, the message “For the here and now and tomorrow” is also intended to spread sustainably across social media.
Craft in the truest sense
Alf Frommer, Executive Creative Director at ressourcenmangel, says: “Our handcrafted posters are craft in the truest sense of the word, and they embed our message in the minds of the people of Hesse in a modern way.” During the implementation phase, the Ministry worked alongside the agency for months, assisting with approvals from local authorities and nature conservation bodies. The posters will remain in place for the long term, thereby raising awareness of the Klimaplan Hessen over an extended period.
