fritz-kola - kola im kopf.
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Influencer Marketing
Details
The implementation of "kola konsciousness" combines thoughtful creator selection, visual staging, and temporal orchestration. At its core is a surreal set design as a "thought space," where major creators surprisingly appear in the minds of smaller ones. The videos follow a clear dramaturgy: native beginning, #colaconsciousness sketch, and native ending. From September to October 2024, the campaign will be played out through creators of varying reach (55 to 1.2M followers). Instead of classic advertising aesthetics, we rely on a documentary TikTok style with surreal elements. Content appears on fritz-kola brand channel and creator channels.
The Jury‘s Statement
With “kola im kopf” (cola on the mind), fritz-kola delivers an impressive campaign that excels through strategic precision, creative design, and sophisticated execution. The surreal set design as a metaphorical thought space and the blend of a documentary TikTok style with surreal elements create a distinctive brand experience. The deliberate selection and integration of creators with varying reach enable an authentic yet impactful connection with the target audience. This project impressively demonstrates how thoughtful brand communication merges reach with relevance, fostering a lasting emotional bond with the brand.
