Radeberger faced the challenge of appealing to a new, younger customer base. Time for a refresh, but with respect for tradition and the DNA of local ties. As a campaign strategy, we deployed crowdsourcing. We asked people in eastern Germany: What makes your homeland unique?

From Erzgebirge craftsmanship to Leipzig's all-rounders – the crowd provided the input for a modularly designed campaign that adapts to each federal state like a chameleon. With the East German street art maestros Capstan and Tulip, we conjured up the collected feelings of home in around 200 campaign illustrations for the Heimatgalerie (Homeland Gallery).

Each one is unique, hand-drawn, and ultra-urban-artsy. All motifs could also be ordered directly to your home. Each federal state received its own visual swag through the motifs. This was complemented by radio spots with a local flavor and, of course, content that boosted the campaign on social media platforms. We then transformed all the feelings of home into four mural motifs. Dresden, Erfurt, Magdeburg, and Rostock now had unique facades full of homeland flair. The highlight comes at the end. 588 guests attended the "Heimatfeierei," our campaign-closing event. Here, they experienced the diversity of their East German homeland in their ears and their stomachs. The event thus served as proof that home is not a dusty concept, but a vibe that every