Lust auf Zukunft
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Movies, Commercials and Virals
Details
A commercial that doesn't feel like a commercial. The aim is to tell the story as truthfully and authentically as possible - from the casting and acting to the detailed 70s décor. The aim is to walk the tightrope between a poetic atmosphere and maximum accessibility, without becoming cheesy. With this ad, Procter & Gamble (known for brands such as Pampers, Oral-B, Gillette, Ariel) congratulates its retailer customer dm on its 50th anniversary and expresses its appreciation for the valuable relationship and partnership.
The Jury‘s Statement
This TV spot celebrates the partnership between Procter & Gamble and dm with an exceptionally emotional narrative. Through the authentic portrayal of a touching story, supported by a meticulous 1970s setting and an impressive cast, it masterfully creates a poetic atmosphere that remains relatable. Without veering into sentimentality, the film subtly and expressively conveys appreciation and respect. This work combines strategic finesse with artistic elegance, setting a new benchmark for emotional brand communication.
