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Category
Music Videos
Annual ID
OS22_BE064M
About the Work
With 60,000 different products, EDEKA offers the largest product variety of any supermarket in Germany. The selection is gigantic, especially when it comes to fine foods and nutricional styles. But our customers seemed to forget that – buying the same thing over and over again.
We had to remind Germany of EDEKA's variety. That’s why we turned variety into music: By transforming an entire supermarket into a giant synthesizer – played by none other than improv-genius Marc Rebillet. In a crazy music video, we celebrated everything we have, with everything we got.
In one week, we reached millions of views across all social networks, 7.7 million on TikTok alone. EDEKA gained over 2 million fans on TikTok and made it #1 on the Twitter Trends ("Schmand" at #4). We made it onto the hot pages of subreddits like r/funny, r/de and r/video. The community produced memes, reaction videos, gifs, and Spreadshirt templates. Celebrities like Regie Watts, Fulda Borg, and Til Schweiger shared our spot, as well as international news sites. And Marc interacted with our community for days – leading into the "Great German Grocery War of 2021".
We had to remind Germany of EDEKA's variety. That’s why we turned variety into music: By transforming an entire supermarket into a giant synthesizer – played by none other than improv-genius Marc Rebillet. In a crazy music video, we celebrated everything we have, with everything we got.
In one week, we reached millions of views across all social networks, 7.7 million on TikTok alone. EDEKA gained over 2 million fans on TikTok and made it #1 on the Twitter Trends ("Schmand" at #4). We made it onto the hot pages of subreddits like r/funny, r/de and r/video. The community produced memes, reaction videos, gifs, and Spreadshirt templates. Celebrities like Regie Watts, Fulda Borg, and Til Schweiger shared our spot, as well as international news sites. And Marc interacted with our community for days – leading into the "Great German Grocery War of 2021".
2022 Awards
Total Points: 3
Merit
Credits
Agency
Jung von Matt AG / Hamburg
Client / Brand
EDEKA ZENTRALE Stiftung & Co. KG / Hamburg
Production Company
Zauberberg Productions GmbH / Berlin
Art Director
Anna Cringle
Copywriter
Simon Schaffhöfer
Chief Marketing Officer
Claas Meineke
Creative Director
Sebastian Schnell
Director
Micky Suelzer
Executive Creative Director
Anna Lichnog
Executive Producer
Frank Siegl
Producer
David Voss
Account Director
Simon Zinserling
Artist
Marc Rebillet
Managing Director
Nadin Lefkeli
Client Service Director
Florian Laufenberg
Creative Music Strategist
Shari Hosseini
Head of Business Unit
Marko Mihajlovic
Head of Department
Anja Tirtey
Intern/Art
Ieva Povilauskaite
Intern/Copy
Charlotte Whalen
Managing Creative Director
Jens Pfau
Senior Project Manager
Theresa Albertz
Team Lead
Katrin Dellinger
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