High Five: Germany
After the forced break of the pandemic, the industry is finally getting back to normal. The new normal that is. The work I selected gives a good impression that people are hungry for other topics unrelated to masks, home office and quarantine. It’s great to see so much inspiring new stuff coming out everywhere in Germany. And somehow it also feels fresher, more international and more crazy than it used to. Perhaps that’s kind of a new normal too...
Mercedes-Benz - 'Concept EQC: The G-Class Will Turn Electric'
Post: Time Based Arts
Sound: Mermade Sound
If I'd asked you before watching this film how you imagined a German ad for a SUV for Mercedes-Benz, I’m pretty sure your answer would have been 180 degrees opposite of what you just saw. A great journey through time into 1979, the year of the first launch of the most iconic Geländewagen - I can’t bring myself to call this beautiful classic an 'SUV'. I love how they use the nostalgic science-fiction vibes from the past to introduce the future of the G-Class - the all electric Concept EQG. Kudos for the casting, the beautiful art direction and attention to detail. Oh, and that quirky humour. Might there even be hope for German humour!?
Frankfurter Allgemeine Zeitung - 'Malaika Mihambo: There Is Always a Clever Mind Behind It'
Agency: Scholz und Friends Berlin
Scholz & Friends’ 'There is always a clever mind behind it' campaign for one of the biggest German newspapers exists already longer than I work in the ad industry. Since the '90s, they developed countless motifs. Proofing every time a strong creative idea never gets boring - by always adding another surprising twist. While testimonial campaigns are often eyed on with disrespect by creatives around the world, S&F shows how it’s done right. From countless politicians and industry big shots to artists and sport stars. From simple offices to the Hollywood Sign or a tiny ledge on one of the highest mountains in the Dolomites. And now celebrating Malaika Mihambo’s Olympic Gold in Tokyo. Well done!
BMW - 'Joytopia'
Agency: The Game Group
Production, Post & Music: Journee
Please don’t wonder about what you just saw. This psychedelic LSD trip featuring Christoph Waltz as a talking fox is nothing less than the launch of the new streaming platform for the German car brand BMW. I'm pretty sure it's not what you would have expected, but the car industry has to reinvent themselves and the Germans have no time to lose. Not only when it comes to electrifying their cars, but also in the ways they talk to customers. I admire the boldness of this work with all the lovely creative weirdness and detail. If you know German car brands, then you are aware of one thing: your client needs guts to buy something like this. And you as an agency to sell it. It's a bold move to build a whole 3D world streaming platform where your community can roam freely with their own avatars as an answer to the demand for new digital experiences in the new normal. To top it off, 'Joytopia' launched with an exclusive performance from Coldplay. I’m curious what’s next...
Zalando - 'The Fading-Interest Drama with Lubalin'
Agency: Kolle Rebbe
Could there be a better way to sell pre-owned fashion then tapping into a much loved social media trend? With Lubalin’s posts-turned-lyrics the campaign resonates perfectly with the mindset of the target group. Set in the wonderful world of social media where even the slightest bump has the potential to become real drama in no time. The often melancholic dryness of Lubalins performance gives the assets the perfect ironic edge you just can’t get enough of. Drama! I want more drama, please!
Vodafone - 'Green Gigabit'
Agency: Jung von Matt
This new campaign promoting Vodafone’s green goals manifests probably not in the most creative execution, but its holistic approach is none-the-less a great example for what’s next in German advertising. Even in adland, what you do is sometimes more important than what you say. Vodafone aims to be climate-neutral worldwide in 2025 and their net in Germany has already been powered by green energy since last year - and so is its whole campaign. By opting for climate-friendly alternatives when possible and compensating the rest, it made not only the production of all assets, but also all its media CO2 neutral. And its pursuit for sustainability didn’t end there. From no-brainers like switching to recycling paper, to billboards that clean the air and mailings that are biodegradable and contain plant seeds, they definitely walk the talk. Walk on Vodafone.