SERVICES
ART DIRECTION
CAMPAIGN DEVELOPMENT
AGENCY
IN-HOUSE
YEAR
2021
CONTEXT
share is a brand with a social mission: every purchase funds a corresponding donation to someone in need. For example, buying a nut bar funds a meal. The challenge was to communicate this idea. The campaign served as the brand’s manifesto and introduced the concept of social consumption to the German market.
APPROACH
What if we made the bold statement “Consumption is saving the world”—or, more directly, “Buying helps” (“Kaufen hilft” in German)? We took visual codes traditionally associated with negative ideas and gave them a positive meaning, sparking a revolution in the way we consume.
SOLUTION
A 360-degree campaign that challenged the meaning of consumption, bringing the brand manifesto to life through a TV commercial, outdoor advertising, social media and an award-winning event exploring social consumption. “Das goldene Haus” hosted panel discussions, art performances, a social market and a fashion show. The event won Bronze at the 2022 German ADC Awards.
