Founded in 1970, Serviceplan strives to be agile and forward-thinking in the ever-shifting world of creative communication. In 2022, for the first time, all Munich agencies of Serviceplan were coming together under a new address. To celebrate this next step forward, we launched — On The Move.
Focusing on the people of Serviceplan, the campaign captures perpetual motion from left to right. With the participation of over 100 employees, 3D scans were transformed into a band of characters, in collaboration with Berlin-based studio Eat. Sleep. Design. Each static model was developed into a character in motion. The same motion was also applied to the typography. With anthropomorphized objects and eclectic stylization, no two characters were alike, reflecting the range of creativity within the group.
3D scanning booth
Development of characters from 3D scans
Dynamic styles of animation
Online Promotion
To get everyone excited, digital assets were launched in phases leading up to the day of the move. A microsite was developed in collaboration with Munich-based studio ASTRAL Kreativ. Starting with a digital countdown, people could learn more about the big day. The site also offered downloadable content: from social media assets to live smartphone wallpapers. Celebrated across various digital platforms in both static and dynamic formats, On The Move even took over the company website and intranet.
Digital countdown
Instagram AR filter in motion
Social media promotion
Live wallpapers for iOS and Android
Event and Merchandise
Employees were able to register for the moving day via the company intranet. They could choose their preferred mode of transportation for the move. Everyone received a tote bag, created in collaboration with designer Mykke Hoffman, that they could customize with On The Move characters.
On 4 July 2022, 1200 employees joined the parade with branded flags, balloons, banners, t-shirts and more than 15 types of vehicles. The parade started at the old office and ended at their new shared work address in Munich.
