The One Show
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Category
Public Relations
Annual ID
OS22_HW059M
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
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
Art Director
Alisa Fröhlich
Till Overwien
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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