In the time before the main election in Germany and in the rise of populism all over the world, EDEKA wanted to make a powerful statement about the need for diversity and against racism. To do that, we simply removed all foreign products from our shelves and replaced them with signs like "Today our range knows borders". The stunt went viral, caused a media frenzy and was covered by worldwide press online, on TV and in print.
EDEKA -
"The Most German Supermarket"
Client EDEKA
Agency Jung von Matt/Next Alster
Executive Creative Director Jens Pfau
Creative Director Anna Lichnog & Sebastian Schnell
Copywriter Heiner Twenhäfel & Dany Babette Rothemund
Art Director Pia Mader
AWARDS
2018
Cannes
Gold Lion - PR
Shortlist Titanium Lions
Silver Lion - PR
Silver Lion - PR
Silver Lion - Direct
Silver Lion - Social Influencer
Bronze Lion - Direct
Bronze Lion - Direct
Bronze Lion - Social Influencer
Bronze Lion - Brand Experience & Activation
Bronze Lion - Media
Shortlist - Social & Influencer
Shortlist - Social & Influencer
Shortlist - Brand Experience & Activation
Shortlist - Brand Experience & Activation
Shortlist - Brand Experience & Activation
Shortlist - Media
Shortlist - Direct
Clio
Grand Prix - OOH
Gold - PR
Silver - Social Media
Bronze - Events/Experential
Shortlist - Events, Product/Service
D&AD
Graphit Pencil - Production Design for Film Advertising
Graphit Pencil - Tactical
Graphit Pencil - Outdoor Advertising
Wood Pencil - Direct
Wood Pencil - Advertising& Marketing
Wood Pencil - Public Affairs Campaign
One Show
Silver - Ambient Media / Live Events
Silver - Experiential / Live Events
Bronze - Digital / Social Media & Viral Marketing
Bronze - Events & Experiential
New York Festivals
Gold - Public & Media Relations
Silver - Avant-Garde/Innovative
Silver - Best Use of Media
Silver - Best Use of Media
Bronze - Outdoor
Bronze - Avant-Garde/Innovative
Bronze - Avant-Garde/Innovative
Bronze - Best Use of Media
Bronze - Best Use of Media
Bronze - Digital (Cyber)
ADC Global
Bronze - Experiential Design
ADC Germany
Gold - Promotion
Gold - PR
Gold - Event
Silver - Branded Content/Entertainment
Bronze - Promotion Event
Bronze - Social Media
Spotlight Award
Gold - Audience Award Web & Mobile
Gold - Expert Award Web & Mobile
Webby Awards
Winner - Best Viral PR Campaign
Winner - Corporate Social Responsibility
Nominee - Public Service & Activism
Die Klappe
Gold - Digital Formats
German Digital Award
Bronze - Digital Advertising Formats
2017
EuroBest
Grand Prix - Promo & Activation
Gold - Promo & Activation
Gold - Media
Silver - PR