SPIEGEL ONLINE has become DER SPIEGEL. So the new print campaign stays true to SPIEGEL’s DNA: Like no other German media brand, DER SPIEGEL stands for independent investigative journalism. It allows its readers to look behind the facade of the superficial news world, provides context, and puts things into perspective. DER SPIEGEL tells it like it is. With the tagline “We hold up a mirror to this world,” SPIEGEL positions itself as a strong, independent voice that offers guidance. Thus, the creative execution focuses on addressing current events and examining them from different perspectives. The visuals depict the unvarnished reality and, in the truest sense of the word, hold a mirror up to those responsible in politics and society.