LINKEDIN: WHEN CHANGE BECOMES VISIBLE
/ OVERVIEW
How we transformed Corporate Activism into Urban Art and the Sony Center into a Conversation Starter.
SOOH WHAT
LinkedIn had a classic problem: The #ChangeMaker campaign was killing it digitally, but how do you bring social change out of the LinkedIn bubble into the real world? The platform didn’t want to just talk about diversity, LGBTQ+, equality, mental health, sustainability, and inclusion – they wanted to make these topics physically tangible.
The brief for us: Take #ConversationsForChange into real life, make sure it continues IRL and lands back online. Bonus challenge: The message should really connect with Berlin companies’ offices and create long-term impact. In Berlin, we had to prove that advertising doesn’t just get to address socially relevant topics – it has to.
SOOH SPECIAL
/ STRATEGY
SOOH WHY?
Our strategic approach: Art as the universal language of change. Why? Because street art has always reflected social transformation – and because it’s the most authentic form to give corporate messages street credibility. No cap!
The Sony Center wasn’t random: As a Berlin hotspot with massive traffic from locals, business people, and tourists, it offered the perfect stage. This is where worlds collide – just like the topics of the campaign.
The twist: We didn’t want to just talk ABOUT change, but work WITH real changemakers. That’s why we exclusively curated artists who themselves burn for one of these topics and have been addressing them in their work for years. Authenticity beats advertising claims – always!
SOOH SPECIAL
/ IMPLEMENTATION
SOOH HOW?
We installed six massive, two-meter-high letters at the Sony Center that together spelled out CHANGE. Each letter = one topic, one artist, one message.
The letters started as blank canvases. During a multi-day live painting session, our handpicked artists transformed them into resonating statements:
- Each artist interpreted the topic closest to their heart in their own street art signature
- They were supported by Changemaker Ambassadors who documented the action on-site through their own channels
- From abstract patterns to figurative elements – each letter became one-of-a-kind
- The live action itself became an event: People stopped, discussed, connected
We didn’t just occupy public space, we activated it. Prominent influencers supported on-site, passersby became co-creators of the message. And those limited edition CHANGE posters went like hotcakes – they still hang in offices and co-working spaces across the city today.
SOOH SPECIAL
/ RESULTS
SOOH WOW!
Digital Impact:
- 159% higher Instagram engagement rate – people wanted to become part of the movement
- 82% higher TikTok engagement rate – Gen Z celebrated the activation as authentic
- Massive user-generated content under #ConversationsForChange
Real Life Impact:
- The Sony Center became a pilgrimage site for changemakers
- Spontaneous discussions between strangers about the topics at hand
- The physical installation triggered digital conversations – and vice versa
The biggest win: The Sony Center (now: The Center at Potsdamer Platz) was so pumped about it that they wanted to keep the CHANGE letters as a permanent installation.
What did we learn: Advertising doesn’t just address social topics, it can make them the talk of the town.