Bundesagentur für Arbeit



Together with the agency Kolle Rebbe, why do birds developed an integrated corporate sound for the German Federal Employment Agency (Bundesagentur für Arbeit – BA) that creates a unique brand experience across all audio channels.

The umbrella campaign with the slogan “Wenn nicht jetzt, wann dann?!” (“If not now, then when?”) has been running since January 2014, against the shortage of skilled workers in Germany. The aim of the campaign is to “position the BA as a flexible and modern partner in all matters related to the topic employment service”, said Klaus Lukaszczyk, responsible for marketing at the BA.

To translate the new self-image of the BA into a sound concept, we dealt with the question: “What does work actually sound like?”. Work gives people structure and support. Each daily routine follows a rhythm that varies depending on the job. The individual daily routine and professions are interpreted through a complex rhythm in the sound of the BA. But work also creates freedom: the freedom to unfold, to stand on your own feet and make your own decisions. Lively, dynamic melodies symbolise this freedom in the BA music.

  • ADC Award Winner, Bronze, 2016
  • German Design Award, 2017, Special Mention
  • red dot award, 2016
  • International Music + Sound Awards, 2016, Finalist
  • Transform Award, Highly Commended, 2017