The assignment came from the Federal President: make Germany known as the 'Land of Ideas'. Using a campaign agreed by the Federal Government, together with German industry, we presented this 'Land of Ideas' at the Football World Cup 2006. But how do ideas become the focus of the biggest party in the world? By making them big, very big. By placing them in the centre of the crowd. By creating them using hi-tech materials and spectacular design. By explaining on panels, what these ideas mean. In this way, ideas became meeting points, playgrounds, media events and trademarks of a city where the whole world was partying. Images of the 'Walk of Ideas' were spread across the globe, not only on CNN, but also via the internet and in millions of photo albums. An exhibition of ideas was created in the heart of Berlin. An immensely defining, million-fold photographed image of Germany – The Land of Ideas.
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