Das Handwerk: Weg des Meisters - The Way of the Master

Das Handwerk, the German confederation of craftsmen, created a movement to encourage young people in Germany to pursue crafts as a career.

Campaign details

Brand: Das HandwerkAgency: Heimat Werbeagentur GmHBCountry: GERMANY

Marketing context

Teenagers these days want a quick and easy road to success. They are flocking to universities, or becoming fashion bloggers or YouTubers. But the German crafts sector needs new master craftsmen, because their number is falling. And although the German master craftsman education provides unique and high quality training, the journey to becoming a certified master craftsman is long and hard. Therefore, the German crafts sector "Das Handwerk" started a movement in 2014, to get young people excited about craft and recruit them. For...

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