Context

As part of Berlin’s “Masterplan Solarcity,” the city needs more than solar panels. It needs skilled hands and minds to install them. The Berlin Senate partnered with Foundry to launch “Leuchtende Zukunft,” a campaign aimed at inspiring young Berliners to pursue careers in the solar trades.

Approach

We put real apprentices front and center: a young electrician, a systems mechanic, and a roofer—all in training, all Berlin locals. Their stories formed the heart of a 360° campaign across TikTok, Instagram, YouTube, and OOH. Through short films, posters, and social clips, we showed that solar careers are future-proof and essential for a brighter future.

Outcome

“Leuchtende Zukunft” repositioned solar apprenticeships as desirable, purpose-driven paths for a new generation. The campaign drove awareness for training opportunities, supported the Masterplan Solarcity, and expanded focus from consumers to future professionals.

Real People, Real Purpose

By featuring actual apprentices from Berlin, we grounded the campaign in credibility and local pride. Their voices made the call to action more personal—and more powerful.

From TikTok to Rooftops

We met young people where they are—on social—and invited them to consider careers where they can make a tangible difference. This wasn’t just about recruitment. It was about cultural shift.

Lisa Frerichs

Spokesperson, Senate Department for Economics, Energy and Public Enterprises

“With this campaign, we’re showing that solar careers are more than jobs—they’re a way to shape the energy future of Berlin. Foundry helped us tell that story with heart and relevance.”

6x CTR

Compared to Industry Benchmark

30,000

Unique Site Visitors

A Recruitment Campaign for Berlin’s Solar Future

Real People, Real Purpose

From TikTok to Rooftops

Success stories. With proven results.