WirD.

The mother of all vague questions is “What if?” And the immediate answer to that is “You should.” So the Art Directors Club asked itself: What if we did what we should do to make this small village in Germany more beautiful. More beautiful in the sense of: more livable and more lovable. 50 people, from Oliver Bierhoff to Hartmut Esslinger, have thought about this question.

And we came up with answers that are summarized in this booklet. Why 50? Because 50 is a round number and the ADC is celebrating its 50th birthday this year. Why does this collection of ideas bear the “wirD”? Because it somehow sounds like the future, like a new beginning. After: it'll be okay, Germany. Oh, if only all the questions were so easy to answer. Or rather: it's good that they aren't. Because then we would never have asked ourselves: What if Germany could just leave it alone? And would you like to have a little more fun than a career? What if everyone who has something to say could also talk? And wooden paths didn't lead straight to the social scaffold? Oh, that sounds like really big stuff. But don't be afraid: nothing has to, everything will.