Great Big Story in partnership with the German National Tourist Board embarks on a fascinating journey to Germany, the birthplace of Bauhaus. The fourpart video series will shed light on the broad influence of the Bauhaus school of thought on the country’s rich culture, showing that its impact goes beyond world-famous architectural design.
The partnership created by CNN International Commercial (CNNIC) comprises a Great Big Story series that will run across multiple platforms and social accounts reaching over 10 million fans, followers and global travellers. The first video exploring the “Birthplace of Bauhaus” was launched today and is followed by subsequent videos throughout this year.
All videos will be distributed across Great Big Story’s platforms and social media presence, using Turner’s Launchpad technology to reach key audiences such as cultural travellers as well as those specifically interested in Germany.
Petra Hedorfer, Chief Executive Officer of the German National Tourist Board, explains:
“The legacy of the Bauhaus movement plays a key role in the appeal of Germany as a destination for cultural tourism. The partnership with CNN gives us the perfect platform to communicate the roots and global influence of the Bauhaus to an international audience, and to attract even more tourists to the no. 1 cultural travel destination for Europeans.”
Petra Malenicka, Senior Vice President Advertising Sales, Western Europe, CNN International Commercial, said: “We are thrilled to partner with the German National Tourist Board for this nation branding campaign designed to resonate with Great Big Story’s young, curious and culturally aware audience.
Leading up to next year’s 100th anniversary of Bauhaus, the series introduces a thrilling side of Germany by paying tribute to one of the country’s most influential educational establishments. Rich storytelling with premium branded content and sophisticated targeting of an engaging audience are at the heart of our collaboration.”
As part of this four-part series Great Big Story will travel through Germany, following the Bauhaus trail:
THE BIRTHPLACE OF BAUHAUS: When an alternate school of thought started up in Germany in 1919, the school went on to influence architecture throughout the world.
Today, Bauhaus architecture can be found everywhere. The birthplace of Bauhaus actually splits between two destinations, Weimar and Dessau. Great Big Story offers a tour through the cities, where the inspiring minimalist and practical designs of Bauhaus are omnipresent.
BAUHAUS FURNITURE MASTER: There are some pieces of furniture that define an era, and Bauhaus furniture is one of them. Axel Bruchhäuser and his father are some of the only true makers of German Bauhaus furniture in the world. Located in the small town of Lauenförde, the Tecta brand was founded in 1956. Bruchhäuser Senior even partnered with Bauhaus expert Marcel Breuer on the designs (Marcel being the man who pioneered the use of tubular steel in furniture). Today, Tecta produces the most Bauhaus original pieces of furniture in the world. Great Big Story dives into the world of true craft.
BAUHAUS BALLET: When most people think ballet, Nutcracker or Swan Lake come to their mind first. There is, however, one ballet that stands the test of time – the 1977 Bauhaus inspired Triadic Ballet. Similar to Bauhaus, this ballet doesn’t follow the rules of conformity. Their costumes are Avant Garde and ahead of their time. Great Big Story visits a present-day performance of the 1977 Triadic Ballet and talks to Ivan Liška and Colleen
Scott who have been their soloists from day one.
THE SCHOOL OF FASHION AHEAD OF ITS TIME: Bauhaus influenced many aspects of culture and design including modern fashion. Bauhaus designer Oskar Schlemmer was known for his futuristic and flamboyant costumes that he designed for the Triadic Ballet of 1922. The costumes were so fashion-forward that they ended up influencing David Bowie and even more recently, Lady Gaga’s use of the Bauhaus aesthetic. Great Big Story meets
modern designer Anne Gorke to reflect on the legacy of Bauhaus in fashion and how it’s carrying into the future in her and others’ works.
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