Students as Future Heroes: New Campaign for Landshut University of Applied Sciences

Through hands-on education, strong networks, and a clear set of values, Landshut University of Applied Sciences empowers young people to take on responsibility and actively shape the future. Its educational mission focuses on teaching the future skills that our society truly needs today—and, above all, tomorrow.

Our task: 
The goal of the campaign was to further strengthen Landshut University of Applied Sciences’ positioning in a national and international context and to make its diverse range of programs even more visible.
The focus was on the strategic question: How can university communications reach a generation seeking meaning, direction, and real impact?

The idea: 
Guided by the motto “Become the change you want to see,” we developed a campaign that speaks to students as active contributors to a changing world. The “Future needs a hero like you” hero mechanic positions students as the heroes of their own development: they become individuals who use their skills to make a difference in the environment, the economy, and society.
The strategic foundation is built on three key themes that particularly resonate with young people today: sustainability & climate protection, mental health & self-actualization, and purpose & social responsibility. These were linked to the university’s existing brand promise and the individual faculties, and translated into a standalone communication system.
Hero storytelling, futuristic imagery, and a visual language inspired by gaming and pop culture create an attention-grabbing brand identity that encourages young people to take the next step toward their own future.

The result:
The outcome is an attention-grabbing, cross-media university campaign that addresses the motivations of young people and positions the university as a place where relevant future skills can be acquired, personal strengths developed, and social impact created.