The One Show
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Category
Craft / Use of Humor
Annual ID
OS26_BE015S
Background
GOT BAG is a manufacturer of bags made from Ocean Impact Plastic.
Beyond rather generic influencer communication, the relatively young German start-up had not yet run any inspiring or distinctive brand campaigns. The task was to conceive and execute the very first brand campaign for GOT BAG – in a competitive mass market environment.
Beyond rather generic influencer communication, the relatively young German start-up had not yet run any inspiring or distinctive brand campaigns. The task was to conceive and execute the very first brand campaign for GOT BAG – in a competitive mass market environment.
Creative Idea
While the brand operates in a highly competitive environment, the budget was anything but competitive.
We knew immediately: “This won’t stretch far.”
We couldn’t even afford proper models.
No shoot in Berlin.
Realistically, not even a film.
So what do we do?
Hey – let’s find our models somewhere else.
Where?
Well … the budget covers flights for three people to Albania.
Great. And what do we do there?
How about we simply put the bags on a few goats?
Brilliant.
We knew immediately: “This won’t stretch far.”
We couldn’t even afford proper models.
No shoot in Berlin.
Realistically, not even a film.
So what do we do?
Hey – let’s find our models somewhere else.
Where?
Well … the budget covers flights for three people to Albania.
Great. And what do we do there?
How about we simply put the bags on a few goats?
Brilliant.
Insights & Strategy
Make the most of limited resources – and turn them into maximum disruption and attention.
The choice was between goats and mannequins.
The goats won.
The choice was between goats and mannequins.
The goats won.
Execution
It wasn’t exactly easy to find a real shepherd and a herd willing to take part – especially since we didn’t really have the budget to pay them properly. But the promise of a little fame certainly helped.
Strapping the bags onto the goats wasn’t simple either. We didn’t have animal trainers, of course. Just an art director brave enough to give it a try.
The goats, at least, seemed to enjoy it.
Strapping the bags onto the goats wasn’t simple either. We didn’t have animal trainers, of course. Just an art director brave enough to give it a try.
The goats, at least, seemed to enjoy it.
Results
The bags sold out – no joke.
The goats were allowed to keep their bags. The shepherd had a great time. And at an event, the campaign struck exactly the right chord with the young Berlin audience. What more could you ask for?
(Animal welfare authorities didn’t call either. So apparently, we did everything right.)
The goats were allowed to keep their bags. The shepherd had a great time. And at an event, the campaign struck exactly the right chord with the young Berlin audience. What more could you ask for?
(Animal welfare authorities didn’t call either. So apparently, we did everything right.)
2026 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Scholz & Friends / Berlin
Production Company
THE GIFT / Berlin
Art Director
Franz Frommann
Raffaele Dalla Casa
Moritz Riedl
Chief Creative Officer
Matthias Spaetgens
Director
Peter Haueis
Executive Creative Director
Jörg Waschescio
Sound Designer
Jonas Mantey
Stefan Kraatz
Strategy Director
Julian Schmitz
Agency Producer
Agostino De Martino
Executive Producer
Patrick Volm-Dettenbach
Account Management
Felix Glaser
Agency Print Producer
Benito Schumacher
Art Buyer
Kerstin Mende
Brand Collaboration & PR Manager
Jonathan Porz
Camera Assistant
Ferenc Bodor
Client Service Director
Romy Kaltenbach
Colorist
Benedikt Hugendubel
Creative Communication
Martha Nazarenus
Director Event / Live
Nikola Schütze
Director of Photography, Photographer
Benedict Meyer zu Strohe
Event & Live Communication
Adriana Senn
Lilli Sauer
Paula Petersohn
Head of TV
Nele Siegl
Lead of Brand
Maximilian Zimmer
Line Producer
Soena Lame
Managing Director Creation
Robert Krause
Music
Moritz Peter
PR manager
Luise Klingenberg
Shari Gerigk
Production Assistant
Masha Zhuravleva
Senior Copywriter / Screenplaywriter
Ilkan Atesöz
TikTok Creator
Kai Schmidt
Visual Director
Daniel Klessig
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