ende
Video series
1 out of 5 million
1 year, 53 cities, 52 weeks
Over the course of one year, we interviewed people from the Ruhr Metropolis about life, work and business.
With the unifying slogan “I am one of 5 million”, the aim was to strengthen identification with one Ruhr Metropolis and to raise awareness of the scale of Europe’s third-largest metropolitan region. Each week, a new video was released—featuring voices from the city of cities and capturing the diversity, energy and shared identity of the Ruhr region.
Within the outward-facing location marketing campaign “Ruhr Metropolis – City of Cities”, a marketing tool was sought that would also actively involve the individual cities and the citizens of the Ruhr Metropolis.
As authentic ambassadors of the region, they describe the quality of life and the economic strength of the area. From a campaign perspective, the communication goal was to raise awareness of Germany’s most populous region by giving it a shared identity.
This led to the slogan “I am one of 5 million.”
Initially, the idea was to approach people randomly on the street. However, since all three core pillars of the marketing strategy—work, life and business—were meant to be reflected in the statements, and since city administrations and economic development agencies were to be actively involved in order to anchor the campaign more strongly internally, the approach was adjusted.
As a result, the decision was made to conduct interviews with selected individuals instead.
Each city received a briefing to select five participants—men and women, preferably young, camera-confident and diverse, with at least one person representing a business or economic background. Together, they present the Ruhr Metropolis as young, modern, innovative and dynamic.
In addition to the interviews, the films feature visuals from the respective cities and companies, highlighting distinctive landmarks, urban life and leisure facilities.
We knew from the outset that this would be a monumental task—but we succeeded in creating a comprehensive portrait of the Ruhr Metropolis through 53 individual videos and one best-of film.
Emotional statements and personal stories were combined with economic location factors, examples of outstanding companies, and compelling leisure and cultural highlights from across the Ruhr region. The result is a multifaceted and authentic depiction of the metropolis.
The project was realized in close collaboration with the Regionalverband Ruhr and tremoniamedia, our partner for film production.
