“The Citizen Building” — Commerz Real / CBRE
| Brand | Commerzbank Real Estate and CBRE (Real Estate marketing and development) |
| Role | Creative Director (agency side) |
| Deliverables | Introduction Campaign |
| Year | 2025 |
Challenge:
After Signa’s bankruptcy, Commerz Real needed a fresh identity to distance the project from its past.
Approach
We positioned the building as a “citizen of Berlin,” spotlighting real “Berlinians” (a chef, tram driver, architect, and more) whose reflections connected with the building’s role in the city.
Outcome
Press coverage and strong social growth quickly set the project apart from rival Alexanderplatz developments.
