Nice to meet you.

That’s me: Hannes, Copywriter and Creative Director.
Born in Austria, feeling at home in Hamburg and Saalbach.

I started copywriting in 2001 at Jung von Matt/Munich, then in Hamburg, later at Springer & Jacoby and moved from there to Strawberryfrog, Amsterdam. From here I explored the world as a freelancer: from Tokyo via Vienna to London and back to Hamburg. With detours to my Austrian home, Saalbach.

More about me


Nice to meet you.

That’s me: Hannes, Copywriter and Creative Director.
Born in Austria, feeling at home in Hamburg and Saalbach.

I started copywriting in 2001 at Jung von Matt/Munich, then in Hamburg, later at Springer & Jacoby and moved from there to Strawberryfrog, Amsterdam. From here I explored the world as a freelancer: from Tokyo via Vienna to London and back to Hamburg. With detours to my Austrian home, Saalbach.

More about me
 

Work

A lot has happened in almost 20 years. It all started with Sixt. Then BMW, Saturn, Mercedes, Smart, ATL, BTL, 360° degrees and back. Suddenly there was also a digital, ”Interactive“ as it was called in 2005. Not only the times have changed, but also my tasks. Wonderful.

Today my ball pool is huge and colorful. From one cannonball jump to the next. Either serious, impressive or hilarious. From automotive, consumer goods, financials to food and telecommunication. Digital, social, classic, strategy, game and product-business-development, platforms, chatbots teaching courtesy, assistant director, hotel tester and so much more – as one man show, in a team with great partners or as team lead.

Now, let’s jump in. A very selective selection and mixture of ideas, work and my way of thinking.

» Click or tap the images to get a bigger view

 

Showreel

A cinematic round trip through the last 15 years, featuring selected cases in which I have been involved.

thanks to: everyone I worked with


Siemens flexInduction

task: demonstrating the unlimited flexibility and accuracy of the new induction cook top

agency: Heimat Hamburg

client: Siemens

co-creators: Mathias Stiller, Alexander Kumfert, Iconoclast and Edo van Breemen, who also smoothened my rhymes


Siemens brand

task: creating an atmosphere of departure into the new era of intelligent household appliances

client: Siemens

agency: Heimat Hamburg

co-creators: Mathias Stiller, Alexander Kumfert, giraffentoast

Mercedes Benz longcopy ads

task: describing complex state of the art technology in a fascinating way

client: Mercedes Benz

agency: Springer & Jacoby

co-creators: Tobias Ahrens and Nina Gollick, who did the other half of a total of 20 motifs


Ducati

task: an homage to speed and real freedom

client: Ducati

agency: Springer & Jacoby / free work

co-creators: Frank Bannöhr, Andreas Mädler, Marco Antonio di Nasciemento


50 years of Bundesliga

task: celebrating 50 years german ”Bundesliga“ together with the fans

client: DFL

agency: deepblue sports

co-creator: Roman Beesch

Whatever

The Hamburg design duo Rocket and Wink invited me to contribute concepts, ideas and texts for various editions of their own book ”Whatever“.

category: freestyle

co-creators: Dr. Gerald ”Rocket“ Rocketson and Mr. Wink


Gender pay gap

task: to draw attention online/social media to the fact, that the gender pay gap still exists in 2017

client: Party of European Socialists

agency: KNSK


Sparkasse

task: focus on customer centricity instead of gambling

client: Sparkasse

agency: IWMB

Chatbot Tinka

task: development of the new personality, tonality and intelligence (UX concept, workflows, user stories) of the T-Mobile Austria chatbot ”Tinka“ – reborn in 2019.

client: TMA

agency: Razorfish

co-creators: Imran Sheikh, Philipp Meyer, Katharina Boepple


Kunsthalle Emden

task: inviting people to experience art in a new way and to create it themselves

client: Kunsthalle Emden

agency: Leagas Delaney

co-creators: all creatives whenever they had some time left


Old-, young- and newtimers

It all started with Sixt, BMW and MINI. Continued with Mercedes, Smart, Skoda, VW and many more. Actually, it never ended.

thanks to: all partners, teams and agencies

 

Latest projects

Google Partners Campaign, Hello White Parrot
Jaguar Global Brand Strategy and Digital Playgrounds, Spark44
Check24 Pitch, VCCP Berlin
Kitzbühel, International Campaign 2019/20, IWMB


 

Awards

Yes.


 

I want to say ”thank you“ to

 
 

Jung von Matt
Springer & Jacoby
Strawberryfrog
Demner, Merlicek und Bergmann
Heimat
BBDO/Interone
Razorfish
Sapient Nitro
Crispin, Porter + Bogusky
Scholz & Friends
MAB/TBWA
Philipp und Keuntje
Kolle Rebbe
Grabarz & Partner
DDB
Perfect Fools
Leagas Delaney
Creature

Frontage/Dentsu
VCCP
Deepblue
Serviceplan
Neue Digitale
Leo Burnett
Ogilvy & Mather
Dokyo
KNSK
Thjnk
Spark44
Hello White Parrot
PCH
Pahnke
Plantage
Palmer Hargreaves
many more and own clients

Coke light
Heineken Onitsuka Tiger
MTV2
Media Markt
Saturn
Mercedes-Benz
Smart
BMW
Audi
Bosch 
Siemens
Lamborghini
DB
Converse
Intersport
Under Armour
bwin
ThyssenKrupp
DaimlerChrysler Bank
Land Rover

MINI
Red Bull
Panasonic
Volvo
VW
Mazda
myTaxi
Car2Go
Allianz
AXA
J&B
K•Swiss
Yahoo
ZDF
Cap Gemini
Swatch
Telekom
Arte
Axe

Ritter Sport
Bifi
Holsten
Elbphilharmonie
Ferrero
Müller Milch
Jägermeister
Milka
BenQ
Vodafone
Entega
Skoda
Gelbe Seiten
Salewa
Deuter
NicNac
REWE
check24
Jaguar

 

More about me

I have been a lot in my life – out of joy and curiosity: musician, DJ, engineer and test driver, referee, event organizer, radio presenter, DJ seminar developer to name a few. In 2001 I also started to become a copywriter. Quite a while. During this time, the communications industry has undergone comprehensive changes. Just like me. Strangely enough, the spirit of research from my studies came back.

That’s why I founded my own company in 2017: play (from Homo Ludens, the person who learns by playing).

At the same time I like to finance my life as a freelance copywriter and strategist. This is how I get around, meet new people and companies. Because one thing has not changed since my birth in 1973: my insatiable curiosity and the joy of creating. Whether in advertising, at play or in my side projects.

Questions? You are welcome:  +49 178 680 56 29 or mail@hanneswinkler.at


 
 

Education

  • Lifelong learning started August 13, 1973
  • High school for music
  • Studies of polymer engineering and composites
  • Test driving and engineering at BMW, Munich
  • Copywriting, Creative Direction and Conception
  • Coaching and Leadership
  • Fluent English, German and Austrian

Obsessions

  • Freeriding (snowboard and bike)
  • Music (listening and producing)
  • Movies (watching and creating)
  • Analyzing (current and desired situations)
 
 

Startup play


 

We are developing an artificial intelligence for the video industry, that learns with each video it produces. To enable completely new workflows and applications. No matter if you are a professional or everyday user.

Status quo: public grants, ongoing talks with investors

Perception of AI: a technology that assists people to focus fully on their potential to achieve self-expression and joy.   

playsys.at
 

Playful projects in progress


 

rocktronics.wtf

It is about the fusion of punk+rock and digital methods to a new live music genre. Together with DJs and musicians from all musical areas, niches and regions, who provide their own riffs, drums, licks and samples.

Since it is still heavy programming work in progress, it will still take some time until we will be able to fill agency Christmas parties with sound. Which we are not planning anyway. Lucky you.

Main tools: Ableton Live+Push, Native Instruments Machine, Kontrol, Traktor and Komplete


Poetry bot

Life can sometimes run in a circle or in a spiral up and down. So there is also a repetitive approach, which can be simulated with electronic production methods: poetry (slam) bot 1.0.

Tools: Ableton Live+Push, NI Micro Machine, Kaos (i)Pad


Rockstar gym

The life of a punk+rock band is like extreme sport: exhausting gigs under glaring light, tourbus anti-comfort, sex and substances.
So rock stars stay slim and slender despite endless beer and drug consumption.
Wouldn’t you prefer loud, hedonistic ”rock out“ instead of monotonous, fun-free ”work out“?
Therefore we equip the gym-rockers with wearables, which analyze the movements and transfer them into drum-, guitar- and bassriffs. Thanks to automated sync and matching loops, everything sounds f…. awesome.
This is how the gym-rockers develop the music that drives them.

Status quo: Exchange with manufacturer and programmer of the sensors.
”Work out“ in progress.


 

Let’s get in touch

 +49 178 680 56 29
mail@hanneswinkler.at