Christian, why do you call the Move Back project the “root” or the beginning of Dorten?
A lot of the appreciation for new ways of communicating that we gained through that project has gone into the foundation of Dorten. It’s what coined our understanding of “independent ideas” and independent communication formats.
Why didn’t you just create interesting job postings for your client?
One thing was quite clear from the start: posting job openings would not nearly be enough to get the kind of communication going that we were looking for. The setup we planned and executed created a multiplication effect that we have since specialized in. We now always try to push ideas that have a high lever, a potential to replicate by themselves and thus are a lot more efficient than classical advertising.
What did the Americans have to say about the campaign? After all, you were going after their work force!
Actually, we got mostly positive reactions, saying mostly “they’ve got guts to do something like that.” and so on. We also got negative feedback, interestingly enough though only from the Economic Development Corporation in Hamburg. They were apparently quite envious – not only because of the communication avalanche caused by the campaign, but also because of the very concrete 600 applications that were generated as a result.
