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Commissioners of the Federal Government for Culture and Media

Bild zeigt Kampagnenmotiv Kulturpass App


Young people in Germany who will turn 18 in 2023

+ 230K

App downloads within the first two weeks

 1,8 Mio.

Offers from 7,000 cultural institutions in the first month

Rethinking cultural sponsorship

The perfect match: Youth meets culture – with the KulturPass App

In 2023 all 18-year-olds receive a cultural budget of €200 via the App, which they can spend on cinema, theater, festivals etc.


At the beginning of 2023, it was announced that the KulturPass will be realized as an initiative of the Commissioner of the Federal Government for Culture and Media, the Federal Minister of Finance, and the German Bundestag.


The pilot project had to be implemented and promoted in next to no time. Cultural institutions as well as the new target group of 18-year-olds had to be convinced right away.


Through bold and target group-oriented look & feel, a communicative world was created that can be played out in 360° from information to inspiration.


/ Creative & Strategy Lead
/ Design & Look Development (including logo)
/ Campaign conception and implementation
/ Video production
/ Event concept and implementation
/ Campaign handling service & support

From campaigning to content.

The KulturPass addresses two very different audiences. Therefore, communication had to drive excitement for the new app for both 18-year-olds as well as cultural institutions across Germany. Within six months from briefing to App launch, two campaigns were realized.

Up to 30 Hirschen employees were involved in design and content for over 4,000 working hours. In addition to attention-grabbing campaigns, customized assets for the cultural sector were created through the nationwide campaign service.

Bild zeigt Motiv KulturPass


Campaign phases for two target groups


Assets for digital and non-digital formats


Image- and eductional videos

The App launch Event

The KulturPass is a project to be celebrated. With the „KulturPass Live!“-Event we did excatly that: form idea to implementation within a month’s time a full-day-event including branding and program was developed and realized.

From invite to keynote presentation: for the day with Claudia Roth we organised 3 Music-Acts and 300 youths – from programme to running oder and locations, coordinated the moderation and realized a „Kultur-Parcours“ for the youths.

BMK_bundesfoto Kulturpass

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