Hinz&Kids
Hinz&Kunzt
Children see the world differently – with empathy, curiosity, and without prejudice.
Again and again, they encounter people experiencing homelessness on the street and ask questions that often leave adults at a loss:
Why doesn’t that man have a home? Is he sad? Can we help him?
This natural empathy deserves honest, age-appropriate answers – without sugarcoating the truth or instilling fear.
With Hinz&Kids, Hamburg’s street magazine is reaching an entirely new audience: children aged 6 to 12.
The “lütt” (little) street magazine makes the complex topic of homelessness accessible to children – without downplaying it or causing fear.
The campaign developed for the magazine launch brings smiles to children’s faces.
Our launch campaign for the magazine relies on the most universal thing that connects children and adults: laughter.
Real Hinz&Kunzt vendors pull funny faces for the camera, showing their warm, human side.
These authentic, heartwarming visuals take over Hamburg – in a DOOH flight supported by Ströer, as banners, and across social media.
The campaign’s unexpected star, however, is Pennie – a fictional street mutt with a sharp tongue, who appears as the editor-in-chief of Hinz&Kids.
In Instagram posts and audio spots, this true Hamburger character recommends the magazine to parents, grandparents, and curious minds.
With his blunt street charm, he sparks interest in a magazine that answers important questions.
| Photographer | Sven Jacobsen |
