Jena, July 1, 2026 – The Jena-based social media agency Somengo has been honored with the prestigious German Brand Award 2026 in Gold for its “FREIHEIT” campaign. The project, realized in cooperation with Thüringer Tourismus GmbH and Diemar Jung Zapfe, achieved an immense digital reach.
- Who: Somengo (Jena-based social media agency) in cooperation with Thüringer Tourismus GmbH and Diemar Jung Zapfe
- What: German Brand Award 2026 in Gold in the category “Excellence in Brand Strategy and Creation – Classic Campaign”
- Occasion: “FREIHEIT” campaign for the 500th anniversary of the Peasants’ War
- When: Announcement on July 1, 2026
Golden Success for Somengo
The Jena-based social media specialists from Somengo, together with Thüringer Tourismus GmbH (TTG) and the Erfurt-based agency Diemar Jung Zapfe, have received the highest distinction at the German Brand Award 2026. In the category “Excellence in Brand Strategy and Creation – Classic Campaign,” the team secured the Gold trophy for the cross-media campaign “FREIHEIT.” Somengo was primarily responsible for the conception, creation, and operational execution in the social media sector, once again demonstrating the digital innovative strength of the Jena location.
The Peasants’ War as a Foundation: Freedom Then and Now
The campaign has a profound historical reference: it was created on the occasion of the 500th anniversary of the German Peasants’ War and the Thüringer Landesausstellung. In 1525, peasants in central Germany rose up against oppression by the nobility. Thüringen, particularly locations such as Mühlhausen and Bad Frankenhausen, became one of the main stages of this bloody struggle for fundamental rights and self-determination.
The historical dimension of this anniversary served as the foundation for the campaign. The concept of “FREIHEIT” built an emotional bridge from the events of that time – the first organized struggle for freedom and human rights in Central Europe – to a modern lifestyle in today’s Thüringen. The goal was not just to view the historical heritage as a museum piece, but to raise the question of what freedom means for the individual today. Through this modern interpretation, the Jena agency succeeded in sensitizing a broad, particularly younger audience to the historical events of 1525.
Millions of Reach Online
The creative approach was also reflected in the key figures. According to Somengo, the campaign achieved around 50 million contacts and more than 500,000 interactions on social media. This digital success was a decisive criterion for the high-caliber jury of the German Brand Award. The brand prize is among the most significant awards in the German-speaking world; in 2026, a total of 1,676 entries from 18 countries competed for the coveted prizes.
This success follows a series of recent awards for local companies. For instance, there was recently a notable award for Analytik Jena at the German Innovation Award, highlighting the high quality of industry and the creative economy on the Saale.
🏛️ Historical Background: The Peasants’ War in Thüringen
The German Peasants’ War (1524–1526) was the first major uprising for freedom and against social injustice in Germany. In Thüringen, the movement reached its peak under the leadership of the radical reformist preacher Thomas Müntzer. On May 15, 1525, one of the decisive battles took place near Bad Frankenhausen, in which the peasant army was devastatingly defeated. Despite the military defeat, the demands for freedom and self-determination formulated at that time are considered milestones on the long path to modern democracy.
Source:
Jena agency wins Gold at the German Brand Award
Transparency Note: This article was automatically generated, editorially reviewed, and expanded with AI support.