GOETHE INSTITUT

Speak German, Understand Germany

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COMMUNICATION CHALLENGE

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The goal was to clearly highlight Goethe's main advantage over competitors: At Goethe, you don’t just learn to speak German—you also experience German culture.

The campaign consisted of a series of four films featuring Laila, a playful dog who became a spokesperson/blogger, introducing the institute's facilities in a fun and engaging way.

For online materials, in addition to Laila, we created content featuring typical German objects. Each piece displayed the object’s name in German, its Portuguese translation, and a brief explanation of its cultural significance in Germany.