Oldenburgische Landesbank AG (OLB) is staging its 150th anniversary as a large open-air festival.
The former theatre harbour becomes the backdrop for a diverse cultural and music programme. More than 20,000 guests enjoy a top-class festival line-up in late summer temperatures.
VIPs to Oldenburg Castle, staff to an exhibition hall and decentralised activities in the regions for the public. That was the briefing.
We didn’t think that was goal-oriented, nor appropriate for the occasion, and certainly not unique.
After an intensive examination of brand and goals, an authentic concept emerged that created the perfect setting for the anniversary and the strategic goals. The bank got its own festival: with a soft opening for VIPs, an evening for employees only and two days of For Free & Outdoor with over 20,000 guests.
The OLB Foundation has been very intensively involved in the region as a promoter of culture for 25 years and the entire programme – with music, art, socio-culture, theatre, drama, education and artistry – was implemented exclusively with funded projects.
Sounds relatively simple. But it wasn’t. The bank was taken over by an investor shortly before the anniversary, the board of directors was replaced, the strategy was adapted from a regional to a digital bank and the team was restructured.
The strategy and new corporate design were launched at the festival and staged with media impact. Thank you for your trust!
