The campaign aims to inspire high-school graduates to study at Freiberg University of Science and Technology in Saxony, East Germany. Instead of advertising the region’s low living costs, the academy confidently declares that it's “Time for new Pioneers”. At the heart of the campaign are the students themselves: they are portrayed as visionary explorers in a magical world of science. The headlamp reflects the university’s pioneering spirit and its origins in the mining industry. Wordplay encourages youngsters to explore new frontiers: both in the choice of their subjects and their place of study. It's time for the next generation of pioneers!