Beats On the Rooftop: "Playing at the Top" with the ZDS Trainee Campaign

Background and Challenge

The Central Association of German Chimney Sweeps (ZDS) faced the challenge of making the traditional chimney sweeping craft attractive to young audiences and recruiting new apprentices. The challenge was to present a centuries-old trade in a modern and contemporary way without losing the authenticity and charm of the profession. An unconventional approach was needed that would capture Gen Z's attention while communicating the diverse benefits of training in the chimney sweeping trade.

Approach and Realization

The solution came in the form of an extraordinary combination: German rap meets chimney sweeping craft. For the 2021 apprentice campaign, the rap song and music video #obenmitspielen was developed – a bold format that conveyed the coolness of the trade through authentic beats and catchy punchlines.

Production took place in collaboration with VIBEKINGz and Benni Bock at atmospheric locations in Potsdam and on Hamburg rooftops. Rap talent Lewi served as the charismatic frontman, while over 100 chimney sweeps from ZDS supported the project. A special highlight was the guest appearance by cult comedian Buddy Ogün.

The content was strategically distributed across multiple channels: YouTube as the main platform, all streaming services for music distribution, and targeted ads on YouTube, Instagram, and Facebook. A specially developed landing page complemented the campaign with detailed information about training opportunities and membership benefits.

Results

With #obenmitspielen, the campaign successfully positioned the chimney sweeping trade in the digital world and reached a young target audience. The innovative approach managed to communicate the benefits of ZDS membership – from training support to exam preparation – in an authentic and entertaining way.

The project impressively demonstrated that traditional skilled trades can be successfully modernized with creative formats and bold ideas. The launch on Friday the 13th emphasized the confident and humorous approach of the campaign – after all, chimney sweeps are known to bring good luck.