Bertelsmann to Germans: Quit your complaining

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[Gutersloh, Germany] Media giant Bertelsmann is coordinating an unusual TV, print and outdoor campaign by 25 German media owners with the theme "You are Germany" aimed at making Germans stop complaining so much and become more entrepreneurial. Each ad features one of 30 famous Germans, including Ludwig van Beethoven, Helmut Newton and boxer Max Schmeling. In the Schmeling ad, the text under a picture of a baby describes how he rose from a disadvantaged childhood to become a champion. The campaign was created by independent hotshop Jung von Matt, Hamburg and coordinated by another agency, Kemptertrautmann, Hamburg. OMD handles media, all donated, for the campaign that broke last week and will run through January 2006.
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