pr-ide @ NACHTSCHICHT Berlin 2026

On February 20th, it’s that time again:
We’re swapping our evenings for eight hours of creative work – voluntarily, in the middle of the night, for an organization that deserves support.
Welcome to NIGHT SHIFT Berlin 2026.

While all of LinkedIn is debating whether AI will soon replace our jobs, we’re looking forward to a format that has proven the opposite for years:
Creativity arises where people come together and share their skills.

What’s it all about this year?

Seven teams, seven nonprofits, eight hours.
Task: to solve real challenges – the ones for which there’s often no time in everyday life.

This year we will be working for the Berlin Rheumatism League.
An organization that does an enormous amount of work, but rarely receives any recognition.
Invisible illness, invisible work – and yet indispensable.

What we plan to do

It is already becoming clear:
It will be less about a finished video and more about a clear, realistically implementable communication strategy.

We want:

  • Sharpening target audiences – including a perspective on TikTok
  • build a consistent social media framework
  • Define formats that work with existing volunteer resources.
  • Create a timetable that doesn’t overwhelm, but rather relieves the burden.
  • and bring a little creative spark to start things off.

And yes: drinks, snacks and this unique flow will keep us awake again this year.

And the role of AI?

Since everyone’s talking about it – this time we’re deliberately not using AI as a replacement, but as a little boost.
A motivating sound, a shared vibe, a rap for the night.

An excerpt:

“Yeah, wir sind wach, wenn die Stadt schon müde,
50 Köpfe, 7 Teams, pure Liebe.
Acht Stunden Power, wir brennen wie ein Feuer –
Kreativ bis zwei Uhr, wir liefern euch was Teures.”

Why we do this

Because pro bono work isn’t just “nice,” it has an impact.
Because we believe that creativity is a valuable asset—and that there are situations where it should be given away.
Because Berlin is full of initiatives that need real support.
And because it’s good for us as an agency to regularly work outside our comfort zone.

We are looking forward to the NIGHT SHIFT – and will of course report afterwards on what we were able to achieve together for the Rheumatism League.

Power to the Night.
Power to Good Causes.
Power to Creative People.