Many can be loud - only a few can make a difference

Attention is no longer a scarce commodity today - but meaning is. In a world full of generated content, automated communication and endless digital distractions, what really matters is quickly overlooked: Relevance, resonance, direction. Brand communication in 2025 faces a paradox: never before has so much been possible - and never before has it been so difficult to be truly heard.

When every image can be generated, every clip animated and every slogan scaled in seconds, visibility alone is no longer enough. What counts is meaning. And the courage to be clear. At this year's German Brand Award, seven works by Foundry were honored - not for volume, but for impact. They show what brands have to achieve today: Create clarity, create meaning, touch.

From over 1,600 submissions from many countries, the jury only awarded the highest "Best of Best" award 15 times - one of them to Foundry. In addition, the agency was honored several times as a winner in various categories.

Sound that touches: The Sennheiser Mirrorbox

In the midst of the vibrant hustle and bustle of the VIVID Festival in Sydney, Foundry created a place of silence for Sennheiser: the Mirrorbox. A walk-in installation in which state-of-the-art audio technology, AI and multi-sensory design merged to create an immersive experience - and thousands of people found inner peace in just a few minutes.

The concept, part of the global Hear More campaign, received two awards at the German Brand Awards - and was honored with the highest "Best of Best" award. "The Mirrorbox is more than just a room - it is an emotional counter-model to sensory overload," says Sacha Moser, founder and Creative Partner at Foundry. "Especially in a world where everything can be scaled, it was important to create something that decelerates - and connects."

Making the energy transition visible: Solarcity Berlin

The energy transition not only needs political resolutions, but also images, language and stories that reach people. Foundry developed two complementary campaigns for the Solarcity Berlin initiative on behalf of the Senate Department for Economics, Energy and Public Enterprises - both of which were awarded a Winner title at the German Brand Award.

An awareness campaign that focuses on the individual benefits of solar technology: climate-positive, economically attractive, locally feasible. With clear messages, concrete calculation examples and a design that creates attention, clarity and trust, the campaign became a visible sign for the expansion of solar energy in Berlin.

"Bright future"

Complementing this: a powerful young talent initiative for the Berlin solar trade. Three real Berlin apprentices - as an electrician, plant mechanic and roofer - show in film, social media and on large-scale posters how sensible, safe and self-determined an apprenticeship in the industry is.

"These campaigns show two sides of the same transformation. On the one hand: the benefits for citizens. On the other: creating meaning for a new generation of professionals. Together, they make the state of Berlin's solar strategy visible and tangible."

Franziska Giffey, Senator for Economics, Energy and Public Enterprises, attended the award ceremony as guest of honor - and praised the campaigns as an important impetus for a climate-neutral capital with a social perspective.

In addition to Mirrorbox and Solarcity, other Foundry projects were honored at the German Brand Award 2025 - including the curiosity-awakening launch campaign for the AI startup Perplexity, the visually disruptive rebranding of Blueyou in the field of regenerative seafood and the global audio campaign Hear More by Sennheiser.

The jury particularly recognized the agency's ability to translate complex topics into clear communication and powerful experiences - and to charge brands with attitude, human touch and strategic relevance in times of radical change.