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Category
Integrated / Omnichannel Campaigns for Good
Annual ID
OS24_IG041M
About the Work
Every year, 7.7 million people worldwide are diagnosed with dementia. Early detection is important, but the first symptoms are often dismissed as typical signs of aging.
EDEKA launched a unique Easter campaign across Germany: Since mixing up dates is an early sign of Alzheimer's, EDEKA mixed up the holidays. So, Christmas was celebrated on 25 March – in the middle of Easter time. While everyone else was getting in the mood for Easter, there were Christmas decorations in 11,000 EDEKA stores, Christmas roast recipes on social media and a typically emotional Christmas commercial on TV.
The confusion among the public and the press created the attention EDEKA needed for a new product launch available in all EDEKA stores: the Christmas Bunny. A unique blend of Santa and the Easter Bunny, which became a symbol for early detection of Alzheimer's disease. Every purchased chocolate figure supported the Alzheimer Forschung Initiative e.V. and over €250,000 in donations were generated.
EDEKA launched a unique Easter campaign across Germany: Since mixing up dates is an early sign of Alzheimer's, EDEKA mixed up the holidays. So, Christmas was celebrated on 25 March – in the middle of Easter time. While everyone else was getting in the mood for Easter, there were Christmas decorations in 11,000 EDEKA stores, Christmas roast recipes on social media and a typically emotional Christmas commercial on TV.
The confusion among the public and the press created the attention EDEKA needed for a new product launch available in all EDEKA stores: the Christmas Bunny. A unique blend of Santa and the Easter Bunny, which became a symbol for early detection of Alzheimer's disease. Every purchased chocolate figure supported the Alzheimer Forschung Initiative e.V. and over €250,000 in donations were generated.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Jung von Matt AG / Hamburg
Chief Creative Officer
Szymon Rose
Daniel Schaefer
Chief Marketing Officer
Claas Meineke
Creative Director
Melis Adigüzel-Tripp
Jörg van der Vegte
Director
James Marsh
Director of Photography
Jakob Ihre
Executive Producer
Juri Wieser
Producer
Sophie Lotsch
Managing Creative Director
Thomas Heyen
Senior Film Director
Oliver Bernotat
Account Director
Simon Zinserling
Client Service Director
Florian Laufenberg
Head of Business Unit
Stephanie Finkbeiner
Head of Department
Anja Tirtey
Head of TV
Jankel Huppertz
Project Lead
Helen Bake
Team Lead
Theresa Albertz
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