Al Dente created a concept which works as a base for a whole campaign for SIEMENS. Basically it’s about the influencer topic as marketing tool to attract young people. The main object is to arouse their interest in the field of technology (“STEM” = “MINT” in german).
That’s how the term “MINTfluencer” was born. The creation of a word connecting instagram and technology. The topic is being taken with a lot of humor in order to address the target group with something they can relate to in an ironic way. At the same time they get information about why people choose technology as their career.
We’ve been shooting in Munich and Berlin with four girls working at SIEMENS. Each of them got a cliché kind of influencer charakter: The Beauty-Queen, the fashion icon, Do-it-yourself-artist and Foodblogger. The other side is the girls’ reality at SIEMENS we shooted at the SIEMENS headquarter.