Not all Munich residents are yet aware that, in addition to reading material, the Munich Public Library offers language cafés, gaming days, music labs, VR headsets, and much more. The campaign’s main goal is to raise awareness of this vast array of offerings, which can be accessed at all 36 neighborhood libraries with a single membership card.

In a preliminary branding workshop, the campaign’s target audience was narrowed down to young adults and teenagers. Accordingly, the visual design focuses on a contemporary, digitally inspired visual language in which the colorful array of offerings literally spills out of the library card.

The various designs, which highlight different subject areas of M_BIB, have been and continue to be on display throughout the city of Munich. In addition to posters and both animated and static large-scale displays, the campaign was also continued on social media and promoted in the libraries through giveaways such as postcards and interactive activities like a large card wall and skill cards.