Metropole Ruhr, once a post-industrial region in Germany, is transforming into a vibrant hub for innovation and entrepreneurship. Unlike other bustling metropolises, it offers vast, vacant spaces ready for new ideas. We flipped this emptiness into an opportunity: everything is possible in places where things aren’t done yet. Our campaign invites visionaries to bring their ideas to life in Metropole Ruhr. We even teased the big cities of Germany, juxtaposing their loss of momentum with the potential of the untapped places.

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