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2022 One Show - Branded Entertainment

#TogetherAgainstCorona

Agency antoni Holding GmbH / Berlin

Client All #TogetherAgainstCorona

Category

Brand Partnerships

Annual ID

OS22_BE088M

About the Work

December 2021. No matter where you looked, it was the same news everywhere. Germany was getting tired of hearing about Covid-19, and the government was simply repeating the same message over and over. Everyone was longing for a glimmer of hope.
Enter #ZusammenGegenCorona (#TogetherAgainstCorona). The goal was to generate awareness and communicate the necessity of getting vaccinated to a jaded population – but with an uplifting sentiment to establish solidarity through unity.
Instead of passing the mic to politicians and health officials, we mobilized those institutions that enjoy just as much, if not more, credibility and engagement – brands! Over 1000 companies modified their brand claims to include a call to action to get vaccinated on their social media channels. The topic was suddenly more engaging and took on the sense of light-hearted optimism that was so direly needed. It was designed, well, to go “viral”.
BMW & Mercedes-Benz, McDonalds & Burger King, Adidas & Puma and many more put their competitive spirit aside for a short time and all joined the activation. Some competitors even appeared in a joint video to underline how important it is to come together on this issue.
Mercedes-Benz: Das Impfen oder nichts (Translation: Vaccination or nothing. Original: The best or nothing.)
Nespresso: Impfen, what else? (Vaccinating, what else? Original: Nespresso, what else?)
MC Donald’s: Impfen, ich liebe es. (Vaccinating, I’m loving it. Original: McDonald’s. I’m lovin‘ it.)
#ZusammenGegenCorona has arguably become advertising’s largest community-driven campaign with over 1000 brands in Germany, Austria and Switzerland. The press coverage as well as the Social buzz was overwhelming: The campaign hashtag generated 132 million impressions on Twitter and shot to #1 in Germany. The top three emojis were

2022 Awards

Total Points: 3

Merit

Credits

Agency

antoni Holding GmbH / Berlin

Creative Director

Damon Aval

Executive Creative Director

Manuel Urbanke
Maximilian Hoch

Managing Director

Sven Dörrenbächer
Martin Pross
Matthias Schmidt

antoni

Jens Gutermann
Katja Felauer
Kristin Hermstein
Manja Junker
Marén Belger
Maximilian Fehlauer
Negin Ghanizadeh
Tamas Chyba
Tim Henningsen
Verena Haber
Virginia Falkner
Kimberly Ewton
Martin Gülker
Minh-Hien Nguyen
Svetlana Herdt

Appinio - Head of Marketing

Jonas Kirschstein

Appinio - Senior Advisor

Andreas Trautmann

Burda Forward - Head of Brand Management

Yannic Lipp

BVG - Head of Sales & Marketing

Christine Wolburg

CEO Axel Springer All Media

Carsten Schwecke

CEO BILD-Gruppe & WELT-Gruppe

Claudius Senst

cherrypicker - CEO

Oliver Klein

Director Marketing Communications Mercedes-Benz

Natanael Sijanta

Editor-in-chief Focus Online

Florian Festl

Founder

Tonio Kröger

Head of Strategy

Juliane Krause-Akelbein

OSK - Managing Director

Michael Kemme

OSK - Founder

Oliver Schrott

Vodafone - Head of Advertising

Björn Simon

Wall Decaux - Director Strategic Business Development

Mike Bödger

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