Flying the Flag for Good Ideas
With a new campaign, the “Germany – Land of Ideas” initiative is promoting openness and equal opportunity. Together with Zohre Esmaeli, we are flying the flag for good ideas.
Ideas and innovations need openness – ten years in the “Land of Ideas” have demonstrated this impressively. But Germany has changed in recent years, and the transformation has given rise to new social challenges. To tackle them together, we have to have the courage to stray from the beaten path and to try new things. For only an open society can accommodate a multifaceted ideas and innovation landscape.
The “Germany – Land of ideas” place-branding initiative is therefore presenting a new face in an effort to foster openness and equal opportunity: Zohre Esmaeli.
Zohre Esmaeli was born and raised in Kabul, Afghanistan. At the age of 13, she fled to Germany with her family, where against all odds she embarked on a career as a model. Ever since, she has been a popular model on the catwalks of the world and featured in well-known fashion and lifestyle magazines. Alongside her profession Esmaeli is dedicated to social projects: she supports the non-profit organisation “Afghanistan, Hilfe die ankommt e.V”, is involved in her own project “Culture Coaches”, and is an ambassador for the Federal German Anti-Discrimination Agency.
For her multifaceted commitment, Zohre Esmail received the Change Award last year.
Zohre Esmaeli follows Claudia Schiffer who, also wrapped in a German flag, was the face of the campaign in 2006.
Open to Ideas
“To my mind, Zohre Esmaeli embodies open German society, which enables people to take advantage of the offers and opportunities of a free society in order to realise their aspirations and to help others do the same. For only if we stay open to new ideas and think outside of the box can we remain a Land of Ideas”, says Ute E. Weiland, the initiative’s managing director.
Zohre Esmaeli adds: "Germany gave me personally so many opportunities to build a new life for myself and to feel at home here. I am proud and delighted to be the face of the new “Germany – Land of Ideas” campaign."
The campaign was photographed by Hans Starck, who had already had renowned personalities from politics, society, and entertainment in front of the camera, including the former German Chancellor Helmut Schmidt, the super model Naomi Campbell, the singer Phil Collins, and the actress Maria Furtwängler.
Here you can watch the making-of for the campaign:
- Credit: Deutschland - Land der Ideen/Andrew Amondson