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Our partnership story gets labeled

Clout Collective

Together, we craft solutions.
Collectively, we create clout.
We are the Clout Collective.

We are a network of independent agencies. A loose, horizontal affiliation of partners in communication. Loose, but equally solid. Horizontal, but just as efficient. Partners, but also friends.

Together, we craft solutions.
Collectively, we create clout.
We are the Clout Collective.

There is an inevitable overlap of competences and services, which is an asset when sharing capacities on large-scale projects. Yet, our core businesses remain distinct, thus ensuring complementarity.

Complementarity requires leadership. Continuous leadership in the communications market by the quality of our work. And for a given project, leadership of one agency and team within the network as a whole.

Leadership ensures independence (Onofhängegkeet). We are independent agencies, offering skillful and independent minds as our key asset. The challenges change, but our independence is ingrained.

Independence guarantees uniqueness. As the challenges are unique, so must the solutions be. In the best position to do so, our dedicated teams will fervently work towards this objective.

Uniqueness sustains talent. We are in a people’s business. Respect, responsibility and opportunity matter. Demanding projects make talents thrive, drive passion, and thereby keep the network both attractive and productive.

Members

A few projects

CSL – centenary
The Luxembourg Chamber of Employees (CSL) celebrates its centenary in 2024. On 25 January, a grand evening attended by Grand Duke Henri, Prime Minister Luc Frieden and the President of the Chamber of Deputies Claude Wiseler, among 650 guests, put into perspective a century dedicated to the defence of employees. Binsfeld created the visual identity for the event, which was translated onto a wide range of media, both physical (invitation cards, save the date, decorations) and digital (dedicated website, videos, keynote, animated timeline). In particular, the agency designed the look of eleven videos of personalities already interviewed, and produced the entire video of former Prime Minister Jean-Claude Junker. A “best-of” video from this corpus was produced. Under the slogan “La Voix des salariés depuis 100 ans”, a timeline illustrating a century of social progress achieved thanks to CSL was projected continuously throughout the evening. A landing page brought together all the material created for the occasion. For its part, Accentaigu staged the event in an immersive environment, combining vegetation and elegant lighting effects, with the guiding principle of paying tribute to CSL’s heritage by blending the codes of the ancient and the contemporary.
MECDD - UPDATING THE NATIONAL NATURE PROTECTION PLAN
In 2022, the Ministry of the Environment, Climate and Sustainable Development drew up a first updated version of the “National Plan for Nature Protection”, a version which it wished to submit for consultation to a variety of stakeholders in the sector. Around fifty people were to be involved in this consultative process on the various dimensions of the Plan and on the details of its different chapters and measures. While Pétillances developed a methodology for a one-day consultation which took place in October 2022 and which its team also moderated, Oxygen supported the Ministry in preparing the invitation and the precise agenda, and drafted a report on the key points of the deliberations. Following a phase of reviewing this first draft, and thus of finalising the new PNPN, binsfeld created a graphic identity for this new strategic document, along with a breakdown of its key messages and elements on an informative leaflet.
FHL - "Vision 2030" at the heart of communications
At the beginning of 2023, the Fédération des hôpitaux luxembourgeois (FHL) unveiled its “Vision 2030” for the Luxembourg hospital sector and healthcare in general. binsfeld was entrusted with the graphic design of the publication. Developed with the aim of contributing to and participating in the public debate on the sector’s major challenges, the white paper focuses on six key topics for hospitals that have found themselves at the heart of the FHL’s communications: firstly within the sector, with establishments and its 10,000 members (doctors, nurses, staff, etc.). And then externally, in particular via press relations in which Oxygen supported the FHL, starting with a press conference to present the vision. In the following, various subjects and angles were proposed to journalists over the course of the entire year. Then, political demands were formulated from the document and shared with political decision-takers in the run-up to the national elections. In addition, binsfeld created six videos for social networks, each presenting one of the six chapters and central themes of the document. In the summer of the same year, binsfeld also designed the ‘FHL village’ for the first Healthcare Week Luxembourg, held in September, including adaptations of the messages of its Vision 2030.
Klima-Agence – Rebranding of MyEnergy
In 2021, myenergy, the national body for the promotion of a sustainable energy transition, decided to strengthen its positioning as a reference player, to clarify its messages following global developments and to address all citizens and not only an informed public. After a phase of workshops and consolidation carried out by MindForest, the agencies Vidale-Gloesener and hf integral analysed and translated the results and defined the key elements of the new brand: a logo and a fresh and vivid visual identity. The launch of Klima-Agence in spring 2022 was accompanied by a cross-media image campaign and a campaign for the promotion of specific products designed by binsfeld in perfect harmony with the graphic elements created for the graphic line.
BIL - Film on the occasion of the national holiday 2021
Seeing itself deprived, due to the health context, of its illustrious bank holidays party on the balconies of the establishment with an unobstructed view of the fireworks, Banque Internationale de Luxembourg (BIL) is looking for an alternative to offer a moment of sharing with its clients. Accentaigu therefore proposed not to lose this tradition and to go and meet the Luxembourg citizens on board the giant balloon in the bank’s colours. “Sur un air de fête” is a three-minute film that offers a journey through the Luxembourg sky and reveals the different facets of the Grand Duchy and jointly “to take a step up and allow us to unite our hearts if not bring us together”. A short version was produced for communication on social networks. Accentaigu took care of the art direction, storyboard, script, location search and casting. This project was realised with the advice and support of HF integral and Oxygen.
Reckinger - 111 years
The Luxembourg family business Reckinger entrusted binsfeld with its communication campaign for its 111th anniversary. The artistic direction focused on onomatopoeia with extensive media coverage on a number of media: TV spots, bus shelter posters, radio, social networks, etc. Like the campaign, two celebration evenings were organised by accentaigu. The first evening was for the external public (customers, suppliers, partners, politicians and friends) and the second evening for employees and their families. The first evening was for external audiences (clients, suppliers, partners, politicians and friends) and the second evening was for employees and their families. The venue was exceptional and included a very special photo studio and a special show by Sean McKeown, artistic director of Cirque du Soleil. All the components of the event were based on air and water to highlight the know-how in sanitary installations.
Klima-Biergerrot - The Citizens' Climate Council
At the beginning of 2022, Oxygen & Partners teamed up with Pétillances to participate in a restricted call for tenders from the Ministry of State for the organization, supervision and restitution of the work of the Klima-Biergerrot, the citizen’s climate office. In parallel, Accentaigu won the second tender for the event organization and logistics of this deliberative process and experiment in participatory democracy in Luxembourg. Between the official kick-off at the end of January and the various presentations of the final report in September and October to the ministers involved, the national press and the parliamentary committees concerned, the 60 full members and 40 deputy members of the KBR took part in five thematic cycles including five online debates, some 15 visits and five working weekends, as well as a summer phase in thematic working groups dedicated to the finalization of proposals.
Chauffage Federspiel - La passion en héritage
Following the retirement of his father and founder of the current family business, Michel Federspiel, current director of the Federspiel heating and sanitation company, asked Oxygen & Partners and binsfeld to create a book to honor the work and memory of his father, Pierre Federspiel. The book includes historical photos as well as interviews and quotes from Federspiel family members, employees and various suppliers. A few months later, binsfeld is entrusted with two new missions: the development of a new graphic identity as well as the creation of a new, lighter and more ergonomic website, taking into account the history and values of the family business.
KULTUR | LX – IDENTITÉ VISUELLE ET SITE WEB
Initiated in 2020 by the Luxembourg Ministry of Culture, kultur | lx is an organization that supports and develops the Luxembourg cultural scene and its different sectors. At the end of 2020, Oxygen was entrusted with the coordination of the creation of an identity for kultur | lx and its application on a functional and representative website. Both projects were completed by Monogram and binsfeld respectively, with a publication of the website in July 2021. In 2022, in the run-up to the Frankfurt Book Fair, three booklets for “fiction”, “non-fiction” and “children’s” books were designed by Monogram, with project coordination and translations of the presentation and literature texts by Oxygen & Partners.
VERKÉIERSVERBOND ANNUAL REPORTS 2018 & 2019
Three agencies of the Clout Collective had the pleasure of collaborating on two annual reports of the Verkéiersverbond. First, Oxygen & Partners and binsfeld jointly created a new editorial framework for the reports, adopting a journalistic approach in terms of formats and information gathering: interviewing members of management, department heads and other managers on the major projects and challenges of the year. There sure is quite a lot to write about in a sector as dynamic as public mobility! Coincidentally, vidalegloesener was simultaneously commissioned with the layout of the reports. This allowed the teams to exchange ideas when the contents were handed over. The results? A publication somewhere between a report and a magazine, rich and varied in content, and airy and graphically readable.
THEATER FEDERATIOUN
The ‘Theater Federatioun ‘is the Luxembourgish federation of performing arts bringing together all the professional theatres and ensembles, as well as several of Luxembourg’s cultural centres. Following an RFP, the organisation mandated vidalegloesener with creating a new corporate identity. The idea with the overlay of spots illustrates the idea of a federation made up of members, while it also forms the ‘made in Luxembourg’ label and crown. Based on that new identity, binsfeld then remade the website. The agency proposed a user path and content adapted to two very distinct target audiences: the general public and the scene’s professionals. A pure and colourful web design, with a strong emphasis on visuals and, ultimately, on the performing arts.
VIRTUAL OPEN DOORS, ÉCOLE PRIVÉE MARIE-CONSOLATRICE
The École privée Marie-Consolatrice in Esch-sur-Alzette is a Catholic high school for girls of all faiths. When it was founded in 1888, it was the first school for girls in the country. Every spring, the school welcomes interested pupils and parents on open door days. In 2020, when Oxygen & Partners was in charge of an open-door campaign, the pandemic disrupted the project. In addition to the leaflets and invitations that were reviewed and distributed to every household in the communes of the South, as well as the social media and press campaign, a presentation video, a slide show presentation and several video conferences in three languages, led by the Director, Serge Lucas, were organised. The last two components of the campaign were produced and set up with the support of binsfeld, while the graphic work was handled by Miriam Rosner, Monogram.
25 YEARS, LËTZEBUERG, WORLD HERITAGE, LUXEMBOURG CITY
In 1994, « Ville de Luxembourg, vieux quartiers et fortifications » was included in the UNESCO world heritage list. To celebrate the anniversary of this prestigious and memorable moment, the Ministry of Culture, in collaboration with the National Commission for Cooperation with UNESCO and the City of Luxembourg, has set up a programme of cultural events between December 2019 and December 2020. Oxygen & Partners was entrusted with the task of creating – development was handled by binsfeld – a representative and welcoming website, modelled on the structure of the European Year of Cultural Heritage 2018 site, a project also represented on this site. Furthermore, the European Heritage Days and Rendez-vous aux Jardins sites, produced for the same client, follow the same logic.
Esch2022, Capitale Européenne de la Culture 2022 ASBL
With the city of Esch-sur-Alzette at its centre, ‘Esch2022’ will be the European Capital of Culture in 2022. Its territory comprises all the ProSud municipalities as well as the eight French Pays Haut Val d’Alzette (CCPHVA) municipalities. This of course is a major project that involved all clout collective members on a variety of projects: vidalegloesener, binsfeld and hf integral created the visual identity and developed its strategic evolution in the run-up to the year 2022. They have collaborated with accentaigu and Oxygen & Partners who supported the client in setting up a public press conference as well as a monitoring system for the official call for projects in early 2019; and binsfeld produced the overall and evolving communications strategy with a number of key items to be progressively rolled out over the course of the years until 2022.
A roadshow introducing new Wind Park projects, SOLER
In late 2017, the renewable energy developer, builder and operator Soler concretised plans for several new wind parks and prepared to inform the citizenry of the municipalities involved. Oxygen & Partners supported Soler in organising this roadshow of public consultations by mapping stakeholders, defining messages, offering message training and preparing media relations. In line with Soler’s CI, vidalegloesener and binsfeld produced door-to-door invitations and step-by-step presentations, and a website was developed to raise Soler’s profile. accentaigu took charge of the event management, including live translations and catering. To this day, the public meetings continue in the context of other projects in different parts of the country.
Luxembourg Space Agency, Ministry of the Economy
The Ministry of Economy set up the Luxembourg Space Agency in order to strengthen the connections between the actors of the growing Luxembourg space sector, as well as the connections between the sector and the Luxembourgish economic ecosystem. binsfeld and vidalegloesener managed the strategic branding process by first organising several multi-stakeholder workshops and in the following working out the visual identity for the newly created Luxembourg Space Agency. Together with accentaigu, the ‘LSA’ was officially launched at MUDAM in the presence of around 250 people, including various partners and national as well as international journalists and guests.
Luxembourg's Signature, Ministry of Foreign and European Affairs
In the first years of its mandate, the Luxembourg government launched the so-called nation branding, a participatory and open-ended process with the goal of identifying and encapsulating the brand and promise of Luxembourg, based on its values and profile. Once the latter were defined – the values of openness, dynamism and reliability determining the profile of an ‘ally’ – binsfeld and vidalegloesener together won the pitch to translate that profile into a visual identity. Today, ‘Luxembourg’s Signature’ along with the invitation ‘Let’s Make It Happen’ can be frequently seen in the public space, representing Luxembourg’s brand essence and hopefully continuing to inspire new ideas and projects for a long time to come.
Creating Momentum for Financial Literacy, ALFI
ALFI dedicated its 30th-anniversary celebrations in September 2018 to the issue of financial education in Luxembourg. Together with Donovan Hawker, a partner consultant from Paris, Oxygen & Partners set up a programme to create a shared moment for stakeholders mapped to present ALFI’s contribution to investor education and to announce support to a pilot project by the Young Entrepreneurs. We also recommended having a survey on personal finances carried out by Quest and, with binsfeld, produced street interviews of young people, including leaders from business, politics, culture etc., thereby creating momentum for financial literacy. A synergetic project on a matter dear to everyone involved.
Emoxies, Ministry of Foreign and European Affairs
The Emoxies, the Luxembourg emojis, were created in the context of the nation branding initiative. The idea was to offer an everyday communications tool used by all smartphone owners – emojis, but graphically aligned with Luxembourg’s Signature, and thematically developing into different fields: expressions, emotions, culture, tourism, industry, gastronomy, sports, transport and animals; thereby highlighting different cultural facets of Luxembourg and increasing playful interaction among the public and participation with the brand ‘Luxembourg, Let’s Make It Happen’. Within four days of its official launch and presentation to the press and influencers, the app had been downloaded more than 20,000 times. A project involving all members.
European Year of Cultural Heritage 2018, Ministry of Culture
As a symbol of participation and emphasis, as a graphic frame and with a reference to Luxembourg’s Signature, vidalegloesener proposed a single quotation mark as the centrepiece of the visual identity and applied it to the two biannual programme brochures it designed. binsfeld developed these graphic proposals into the project’s key communication tools: a dedicated website with a submission form and the complete agenda, a kick-off presentation, roll-ups, etc. Our work for the Ministry of Culture on this project in the summer and autumn of 2017 followed a pitch we won collaboratively.
Animal Welfare Act Campaign, Ministry of Agriculture
When the government of Luxembourg and the Ministry of Agriculture, in particular, initiated an overhaul of the country’s animal welfare act, it was clear that the adoption of a progressive and far-reaching piece of legislation would receive much attention, in Luxembourg but also abroad. It was equally clear that the law would go too far for some, but not far enough for others. A dedicated and measured communications campaign was required for the time the law would be adopted and enter into force. Oxygen & Partners developed a clear messaging on the key innovations of the law, which binsfeld and Oxygen transformed into the campaign idea of #unepremièrevictoire, applied to an informational platform introducing and explaining the new law, to a promotional clip broadcast on TV, in cinemas and on the radio, as well as to a Facebook campaign.