The idea is in line with the new claim "Only BILD dares to do that" and presents the unique character of BILD in terms of journalism with speed, appearance, effect and emotions.

The film shows the personified brand values of BILD with highly engaging images. the binding element is the BILD logo. Each scene embodies an analogy of the core brand values such as courageous, exciting, polarising, surprising, loud. With this multiplicity the film displays the full width of topics and contents, which only BILD dares to.

In print and out-of-home the iconic BILD logo serves as the red thread and centerpiece. But instead of using images, the distinctive design interprets the various brand values graphically while lending elements from popular culture.

The campaign kicked off with the print issue that was published without images to underline the power of images in journalism.

In October BILD published racist hate messages which were found on Facebook in the print issue. The intention was to publicly shame the sender of these messages.

On December 30th, 2015, BILD recapped the year with the power of images and without any words.