Lerne lieber Sinnvolles

A bold new look and a fresh new tagline. Only the iconic “Beeeneeedict” jingle remains. At the beginning of 2023, the Benedict Schools launched an image campaign tailored to social media, YouTube, and similar platforms.

With “Lerne lieber Sinnvolles” (Learn something meaningful instead), Benedict addresses young people who spend a lot of time online and are bombarded with an overwhelming amount of information. The campaign parodies the absurdity of useless knowledge found on the internet and emphasizes that while the internet can be a great resource, the most meaningful and valuable education can only be found at school.

Agency: Monami
Creative Director: David Cappellini