The Dexit Door
Political PR Concept
Agency
THJNK Germany
Year
2024
Creative Insight
This project highlights my ability to develop strategic PR concepts that combine social impact with creative execution.
In 2024, ahead of the European Parliament elections, populist movements and far-right parties like the AfD stirred support for a potential EU exit. To counter this, THJNK commissioned me to conceptualize a political PR campaign for the INSM that encouraged voting for parties supporting Germany’s continued EU membership. The campaign was designed to engage politicians across parties while also drawing the attention of passersby, sparking public discussion about the benefits of staying in the EU.
Our approach revolved around the concept of “Dexit” (German Exit). We installed an emergency exit door in the heart of Berlin’s government district, creating a compelling, interactive installation. The twist: anyone walking through the door would symbolically fall into water, representing the consequences Germany could face if it were to leave the EU.
