 The campaign, under the patronage of the then German President, Horst Köhler, was a collaboration between the German government and the German business sector, (represented by the Federation of German Industries), whose purpose was to communicate a positive image of Germany both nationally and internationally.The campaign's corporate design, as well as the design of the sculptures was developed and realized by the Berlin design agency Scholz & Friends Identify.The agency has since received multiple awards for this campaign (such as the renowned German EVA Award in 2006).