‘Im Licht’ for Fielmann shines a light on the myriads of stories that usually go unnoticed when the year ends. There’s not one single story that unites all of Germany. Germany is made up of a unified plurality where opposites coincide. “Das Augenblickhafte des Entflammens eröffnet den Spielraum des Erscheinens gegen den Bezirk des Verschwindens.”, writes Martin Heidegger in his lectures on Heraclitus, and translates the Greek philosophers‘ fragment DK 22 B 64 like this: „Das Seiende im Ganzen aber steuert der Blitz.“ (GA 55, 162) A sudden lightning lets the essent come into being. But just as haphazardly, every single essent can disappear again. Our campaign lets oft-forgotten stories come back into being: Not by shining a light on them, but by letting their very own light come back into being – through lighting up artful projections all over Germany. Showing that Fielmann sees the life behind every single one of them.

Photography: Tobias König. Director: Lukas Kölling.

Created as Creative Director at MOTHER Berlin.