DDB Germany

Kundenportal & App Volkswagen We

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Digitale Abbildung handelsrelevanter Geschäftsprozesse und Förderung der Bindung der Kunden an die Marke Volkswagen und den Handel.

Lösung

Erstellung eines innovativen, datengetriebenen Kundenportals sowie einer App.

Hidden Kids

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This campaign was created to promote Volkswagen’s new Car-Net feature "Last Parking Position" which allows the driver to locate their parked Volkswagen easily via smartphone. It’s a typical piece of Volkswagen communication based on normal people’s everyday lives and habits and then turning it into a heart-warming and humorous idea.

Lösung

We see kids playing hide and seek – a game that is quite simple when you see the world from a child’s perspective: if they can’t see, they can’t be seen. We show their funny inability to hide themselves properly, which makes it very easy for their parents to find them. Just as easy as finding a Volkswagen with Car-Net Last Parking Position.

Wi-Fi Dogs

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Unter der Leitidee "Look for the fun. Not for the Wi-Fi." bündelten wir für die Deutsche Telekom eine Travel & Surf-Kampagne. Wir wollten die Menschen zum Lachen bringen. Über die unglaublichen Sachen, die wir alle auf unserer Urlaubs-Wi-Fi-Suche erleben. Wir erfanden den Spanier José und seine "Wi-Fi Dogs": ein charmantes Schlitzohr, der das Problem der Touristen genau kennt und anfing, seine Hunde darauf zu trainieren, diese an die nächstgelegenen Wi-Fi-Spots zu führen.

Companion

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Es galt eine umfangreiche internationale Markenkampagne für den Kunden Volkswagen zu realisieren, mit dem Ziel, das Vertrauen der Menschen in die Marke Volkswagen nachhaltig zu stärken. Ein Volkswagen ist ein Lebensbegleiter auf vier Rädern. Aber es sind die Menschen, die einen Volkswagen zu einem Erlebnis machen. In Zusammenarbeit zwischen DDB Berlin, Hamburg, Barcelona und London entwickelten wir daher ein Kampagne, die den Menschen zu jeder Zeit in den Mittelpunkt der Kommunikation stellt.

Familie Heins

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Wir konzipierten ein Branded Content-Format mit hohem Unterhaltungsfaktor, in dem das Produkt "MagentaEINS" der Deutschen Telekom über verschiedene Stories und Charaktere integriert wird. So entstand mit "Familie Heins" eine Werbefamilie mit echten Charakteren. Live-Spots, die tagesaktuell produziert und ausgestrahlt werden, einer Einbindung der Familie in bestehende Formate wie den "Telekom Street Gigs" oder eine Kooperation mit dem Blockbuster Fack Ju Göhte 2 bilden Highlights der Kampagne.

#CREATEYOURSTYLE Schwarzkopf Dachmarkenkampagne

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Pünktlich zum 120 jährigen Jubiläum von Schwarzkopf wurden erstmalig alle Produktlinien: Coloration, Pflege und Styling unter der Dachmarke Schwarzkopf zusammengefasst. Die #CREATEYOURSTYLE Kampagne ist damit die erste globale Dachmarkenkampagne. Ziel der Kampagne ist es, die ganz individuelle Schönheit zu zelebrieren. Deshalb bildet die umfangreiche Markenkommunikation internationale Models, Influencer und Menschen aus der Gesellschaft mit unterschiedlichen ethnischen Abstammungen, Altersgruppen und Interessen ab. Der Kampagnenname #CREATEYOURSTYLE beschreibt die Mission von Schwarzkopf, Menschen darin zu unterstützen, ihre eigene Persönlichkeit zum Ausdruck zu bringen.

Lösung

Der TV-Spot der umfassenden Dachmarkenkampagne punktet durch Authentizität, echte Menschen und echte Geschichten.Begleitet wird der Spot durch eine Vielzahl klassischer sowie digitaler Formate, die alle die individuelle Schönheit eines jeden Einzelnen in den Vordergrund stellen. Mit über 50 Printmotiven, zahlreichen Online-Videos und POS-Materialien, sowie Tutorials, Influencer-Aktionen und lokale Aktivierungen durch weitere Agenturen gelingt es der Marke, die sowohl im Einzelhandel als auch im Professional Bereich führend ist, ihre Geschichte und Botschaft #CREATEYOURSTYLE über alle relevanten Kanäle bei ihrer Zielgruppe zu platzieren.

Check it before it's removed

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Breast cancer affects one in eight women in their lifetime. Early detection is key in fighting the disease. Pink Ribbon Germany wants to urge young women to start checking their breasts regularly.

Lösung

Social media platforms such as Facebook and Instagram strictly prohibit the display of female nipples. On International Women’s Day 2016, 17 brave women challenged these restrictions. They each bared a naked breast on Facebook and Instagram, urging all women to “Check it before it’s removed”. Pink Ribbon Germany, together with female social influencers, shared the pictures with their online communities on Facebook and Instagram. National and international celebrities, singers, bloggers and athletes shared the pictures with millions of their followers, encouraging them to quickly re-share the posts before they were censored by moderators. In a matter of hours, Facebook and Instagram began deleting the posts. But as the pictures were removed from social media, the buzz and awareness around the story was building in mainstream media.

Ergebnis

On International Women’s Day Pink Ribbon’s awareness message reached 29 Million contacts, the equivalent of €2.2 Million in earned media. With a media spend of 0- Euro. On March 8, traffic to Pink Ribbon’s breast cancer awareness information increased by 27,984%. The 3 minute breast self-examination tutorial video on the website had a 92% view-through rate. Due to public opinion and increasing media attention, Facebook and Instagram stopped removing the posts, allowing the message to continue reaching more and more young women.

Window into Daytime

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The new Sony Bravia OLED televisions bring a dark forest to life, by creating a window into a mystical and enchanting daytime paradise. The film opens with an aerial shot of a tranquil forest just after sunset. The camera dives deeper into the woods to find a Bravia OLED TV lighting up and revealing the color, contrast and rich detail of the forest. It’s a window into daytime. One by one, more TVs light up, bathing the forest and the beautiful creatures that live in it in a colourful glow. The bright screens unveil a fallen tree, a majestic stag wandering by a waterfall, bright pink petals swaying in the wind and a frog gazing around its natural habitat; finally leading to a breath-taking Jacarandá tree in full blossom.

Lösung

The visual style of the film aims to take the viewer on an immersive journey through a dark New Zealand forest that comes to life in bright colours. The strong contrast between light and darkness throughout the film creates a magical atmosphere and makes the unveiling of this enchanted world hiding in the night even more dramatic - one element at a time. Shot entirely in 4k HDR with state of the art cameras, including the Sony F55 CineAlta, the film truly encapsulates the outstanding image quality and viewing experience of the new Bravia screens. Shooting techniques, ranging from aerial helicopter footage to handheld shots, capture the tension between the dark night sky and the magnificent landscape, and uncover the beautiful creatures living in it, in a crescendo of sharp details and vivid true to life colors.

The Uncensored Playlist

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Online press censorship is on the rise globally. But rather than just creating a traditional awareness campaign Reporters Without Borders Germany decided to tackle the problem head on.

Lösung

While in the worlds most censored countries many news websites and blogs are blocked by oppressive governments, music streaming platforms such as Spotify, Deezer and Apple Music are freely accessible. We used this online loophole to evade censorship. Turning 5 acclaimed journalists from 5 repressed countries into music artists. Their censored articles were turned into lyrics and then uploaded onto music streaming platforms as uncensored pop songs. On the 12th of March: World Day Against Cyber Censorship all the songs came together as The Uncensored Playlist.

Ergebnis

The playlist sparked a global conversation about censorship with 300+ news stories and 680+ million people reached to date. Appearing in the global music and news media such as The Guardian, The Fader, Der Spiegel, Glamour, Pitchfork and the BBC: Reaching far more people than the original articles could ever have. But most importantly, our songs became hits in the places where the articles had once been forbidden: peaking at #7 in the Vietnamese iTunes chart in its very first week. Encouraging globally recognised names such as Amazon to support our message. The Uncensored Playlist will continue to connect journalists with musicians. Defying censorship every time a new song is uploaded.