Finom Campaign: Against Bureaucratic Jargon

For Finom, we delivered a high visibility OOH campaign in Berlin advocating for the simplification of complex bureaucratic language. The objective was to highlight how inaccessible official terminology can be and to encourage people to support a petition calling for clearer communication in administrative processes.

At the center of the visuals were deliberately complicated and almost unpronounceable German terms such as “Lohnfortzahlungsnachweisanspruch,” presented in white typography on a striking pink background. Each installation was paired with a clear call to action directing people to sign the petition at finompetition.de.

By placing these messages in unexpected locations across the city, the campaign turned an abstract issue into a tangible experience within everyday urban life, making the problem both visible and relatable to a broad audience.