Time and again, there are advertising campaigns that become the talk of the town. Typically, this is only achieved through originality and a well-crafted cross-media campaign. When applied correctly, cross-media as a strategy can also awaken lethargic consumer groups: through themes, ideas, and not least, humor! Niklas Mahrdt demonstrates how to plan, implement, and align a campaign cross-media with the brand management of the respective company. The practical guidelines are also applicable for small and medium-sized enterprises.