Miniatur Wunderland

Climate change is one of the greatest challenges of our time, yet it often remains abstract and hard to grasp. Grabarz & Partner is now using Miniatur Wunderland in Hamburg as a backdrop to stage a compelling campaign for Telekom. Through an interactive Augmented Reality application on-site, visitors can experience firsthand the consequences of global warming. A short film complements the campaign, which aims not only to raise awareness but also to provide important information and action options on a landing page. Because one thing is clear: turning a blind eye is not an option. Miniatur Wunderland in Hamburg is not only the largest model railway system in the world, but also one of Germany's most visited attractions. With over 25 million visitors, the Wunderland shows in miniature what moves our small world on a larger scale. And now, what threatens it: global warming.

Grabarz & Partner Stages Climate Change in the Miniatur Wunderland
Telekom has a clear message: climate change affects us all. But how do you make an abstract topic tangible? Together with Grabarz & Partner, a campaign was developed that shows the consequences of inaction. And all this at a place everyone knows and loves: Miniatur Wunderland. The launch of the campaign was a press conference at Miniatur Wunderland, to which scientists, journalists, and influencers were invited. Here, everyone could experience the impacts of global warming firsthand on installed iPads. Practically in real time. Through an Augmented Reality application, various scenarios can be simulated: What happens in Monaco, Venice, the Alps, or at Neuschwanstein Castle if global warming rises by 2 degrees? What happens if it rises by 5 degrees? The answer: floods, droughts, wildfires. A miniature world that suddenly becomes a grim reality.

The campaign is complemented by a moving film: A little girl watches on a tablet as Neuschwanstein is engulfed in flames, Venice sinks in floodwaters, and Monaco disappears from the map. But while she looks on in horror, others turn away. Her outcry at the end: "Why is no one looking?" — a wake-up call that resonates.

The Impact: Climate Change Becomes Tangible
The campaign powerfully illustrates what is at stake and that it is not too late to change. It makes the invisible visible, and the abstract tangible. An emotional experience that not only informs people but also activates them.

Together Against Inaction
“Miniatur Wunderland shows how incredibly beautiful and at the same time fragile our world is. Here, every visitor is capable of looking at the world from a different perspective. This perspective is exactly what we use in the campaign to make the issue of global warming tangible. For the first time, we visually demonstrate what could happen to our world and our civilization if we collectively do nothing now. At the same time, we show ways in which we can prevent the impending catastrophe,” says Ralf Heuel, CCO and partner at Grabarz & Partner.

“Climate change is real. It’s time to act,” says Gerrit Braun, Head of Miniatur Wunderland. “Our campaign powerfully shows that we can all be part of the solution,” adds Uli Klenke, Head of Brand at Deutsche Telekom.

With creative power, technological innovation, and strong storytelling, Grabarz & Partner has created a campaign that not only touches but moves — in the truest sense of the word. Tony Petersen Film produced the film and Glue Society directed it. Curious Company designed and developed the AR app. Music by Mokoh music and Not A Machine GmbH.