Berlin & Los Angeles

building excitement for the hundert’s berlin issue through swedish lenses

creating and growing an excited
community in a niche market

the hundert logo

lead by justin merino & per zennström


The Client

The Hundert is a print magazine that covers the ever-changing and innovative Berlin startup scene, started by Frankfurter Jan Thomas. The core focus of the magazine is on exciting startups and the vision of their founders, while its premium print design gives it a unique cache in an industry that has largely gone digital.

The magazine goes to print 2 – 4 times a year. The Hundert commissioned kulturspace to celebrate the then-upcoming 10th issue (October 2017) with a social media campaign that highlighted the city of Berlin.


 The Brief

The brief was kept simple: as the campaign was focused on celebrating the 10th issue of The Hundert (100 in English), students interning at kulturspace from Sweden’s Fotoskolan STHLM were to roam the streets of Berlin.

They would be armed with cut-outs of The Hundert magazine’s logo, the number 100 and past issues, photographing them in the urban environment as well as looking for organic, environmental instances of 10 and 100.

The photos resulting from this guerrilla photo shoot were then to be shared on Instagram using the hashtag #TH10BLN.


The Results

Over the course of two weeks, the thirty students explored Berlin, in teams of two seeking out creative and imaginative photos using their expertly-trained eye.

We present the work below – click on any image to see the creative, often thoughtful results that each team produced:


The Hundert was thrilled with the results of the campaign, sharing the results via social media to an overwhelmingly positive response. Followers loved seeing the city from new, dynamic angles, while the magazine itself gained 300+ new followers on Instagram and increased the average likes by 181% following the 5 months from the start of the campaign.

As a result of the innovative work of kulturspace interns, The Hundert now has more visibility as a brand in the startup world and has further enhanced its image as a premium, high-quality product and at the same time the students gained invaluable real world experience.

On behalf of The Hundert I wanted to thank you again for thinking through such different concepts and creating really exciting and varied content for us. Thanks again for all your help, I’m sure our Social Media will look fantastic thanks to your combined efforts.
— Sabine Petzsch, The Hundert Project Manager