News
← Back to IdeasFrom Vision to Reality: Schwäbisch Hall Continues #MakeItReal Campaign with Ogilvy and Social.Lab
Frankfurt, June 15, 2026 – Following last year's successful launch, Schwäbisch Hall and Ogilvy Group agencies Ogilvy and Social.Lab are continuing the #MakeItReal campaign. The new phase champions the individual creativity of young people and encourages them to turn their personal living dreams into reality. Under the motto "From Madness to Living Magic," the campaign builds on its original concept, putting the spotlight on actively making individual and creative home ideas happen. The campaign architecture follows a clear narrative arc: from an inspiring awareness phase that opens up dream worlds, through the presentation of real-life living dreams fulfilled, to concrete financial-education content.
The campaign's continuation responds to a persistently challenging market environment, in which the younger generation (aged 16 to 24) increasingly perceives their living dreams as out of reach. While the first #MakeItReal wave in 2025 connected the world of gamers with financial planning under the slogan "Turn Pixels into Plans," the current communication builds a bridge from a variety of sources of inspiration to real-world implementation. The central message: "Your living dreams aren't crazy! Dreaming pays off." With this, Schwäbisch Hall once again positions itself as a partner to the young target group, motivating them to start saving early.
Sabrina Sturm, B2C Content & Creation Team at Schwäbisch Hall, explains: "We want to harness the creative courage that lives in the younger generation to show what's possible in reality when you start early enough." The campaign aims to make clear that individual ideas—whether "bold," "fluffy," or "green"—are the starting point for a place of your own, and that a building-savings plan is the ideal tool to get there.
The creative execution by Ogilvy and Social.Lab relies on broad digital activation. A standout feature is the deliberate use of artificial intelligence to create visionary imagery that would be difficult to realize without this technology. In doing so, the campaign underscores its ambition to push creative boundaries and spark the individual imagination of its young audience.
"With #MakeItReal, we translate the creative spark from digital worlds into real-life planning," says Simon Oppmann, Creative Director at Ogilvy. "The narrative arc 'From Madness to Living Magic' makes it clear that every big plan begins with a bold vision. Through creative formats on the most relevant social media platforms, we want to encourage young people to take their personal visions seriously and pursue them."
The second half of the year will see expanded community formats, including the "#MakeItReal Room Tour," in which creator Rewinside showcases extraordinary living concepts, as well as the "#MakeItReal Dream Home Awards" as a cross-platform finale. The goal is for the campaign to grow beyond classic awareness communication and help establish young people's living dreams as a goal worth striving for in the public consciousness.
"#MakeItReal is more than a campaign—it's a sense of community," adds Stephanie Augustin, B2C Content & Creation Team at Schwäbisch Hall. "We're expanding our platform, a space where living dreams are shared and celebrated. With these formats, we want to spark a long-term dialogue and show that the path to a home of your own can be a creative and collaborative process."
Vimeo-Link: https://vimeo.com/1200336548
The makers
Schwäbisch Hall
Stephanie Augustin, Team B2C Content & Creation
Sabrina Sturm, Team B2C Content & Creation
Fabian Blumenstock, Media- & Online-Marketing
Ogilvy
Strategy: Joan Gabel, Kathleen Mußbach, Sybille Paulsen; Creation: Hichem Dakka, Laura Hofmann, Julia Kohlenberger, Collja Lorig, Michael Mogk, Simon Oppmann, Sara Steiner; Account: Timo Eich, David Henkel, Rebecca Ramershoven; Production: Tanja Frohwerk, Simone Kulessa, Tina Rentsch
Film production: Umbrella TV
Social Media: Adbaker
Press office Ogilvy Germany
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Phone: +49 172 6878986 | presse@ogilvy.com | LinkedIn: Ogilvy Germany