A voice from Berlin, a star for degewo: the emergence of Mira Ida.
Home is more than just four walls - it's a feeling. For 100 years, degewo has been shaping Berlin's neighborhoods with affordable housing. To mark its anniversary, the brand is starting a new chapter - with the most powerful language of all: music. Our task? To compose a song that tells the story of what it feels like to be at home in a neighborhood.
Expectations were high: we weren't looking for an embarrassing corporate anthem, but authentic Berlin indie pop - with heart, beat and feeling. For degewo's 100th anniversary, we needed an artist with real street performance experience - who could inspire live and create a real sense of community among tenants and employees.
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While the composition and lyrics were taking shape, our casting team set out to find a distinctive voice from a Berlin neighborhood. The artist not only had to captivate the audience at the degewo anniversary and encourage them to sing along, but also have studio experience.
We found exactly the right voice: Together with the singer and guitarist Donata, we developed the artist character Mira Ida and the song Willkommen Zuhause. Now you can experience her live on the microphone in our making-of video.
All the sounds you hear here are based on two central concepts: the feeling of being at home in a Berlin neighborhood and a strong community of tenants and employees.
The field recordings and instrumental recordings were carefully crafted in our studios in Kreuzberg's backyard. To capture the real feeling of home, we recorded familiar sounds - jangling keys, creaking doors, echoing staircases - and transformed them into vibrant sound elements. The rhythm invites you to clap along, move and celebrate together.
In degewo's 100th anniversary year, Mira Ida performed her song Willkommen Zuhause in front of more than 1,000 tenants and employees and, together with her band, created an enthusiastic atmosphere.
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For a seamless appearance in radio campaigns and on social media, we not only created a song, but also developed a sound logo with the degewo Audio DNA that connects listeners with the brand in just a few tones.
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It was an exciting process. why do birds helped us to translate the emotions of the brand into music. We love the result - a rhythm that is simply infectious.
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