Agency Carl Nann Builds a Monument of Confidence in Minecraft to Promote "Das Handwork"

In a novel digital campaign, Hamburg-based agency Carl Nann has partnered with Germany’s trade association “Das Handwerk” to construct a giant “Monument of Confidence” inside Minecraft. Set to launch on April 2, one day before the premiere of the Minecraft feature film, the initiative taps into Minecraft’s enduring popularity among young people nearing career choices, bridging virtual creativity with real‑world vocational inspiration.

The project, realized in collaboration with gaming livestream channel Rocket Beans TV, asks participants to join forces in crafting a massive thumbs‑up structure, symbolizing optimism for the future of skilled crafts. Running over three months, the first phase is dedicated to building the monument, with later stages likely to invite storytelling and content creation around craft professions.

This effort is part of a broader campaign initiated in early March under the motto “We can do everything that’s coming” (“Wir können alles, was kommt”), aimed at energizing interest in craftsmanship among Generation Z. By utilizing a format familiar to this demographic, the campaign seeks to present skilled trades as modern, communal, and creative career pathways. The Minecraft format encourages teamwork and creativity—core values of trade professions.

With its “Monument of Confidence,” Carl Nann hopes to spark curiosity and goodwill toward vocational training, demonstrating that building in Minecraft can translate into building real-world skills and futures.

Source: Campaign Germany