| Title | SUPERGEIL |
| Brand | EDEKA ZENTRALE & CO. |
| Product/Service | FOOD RETAILER |
| Category |
A11. CASTING |
|
Entrant Company
|
JUNG von MATT Hamburg, GERMANY
|
|
Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
|
Media Agency
|
GFMO OMD Hamburg, GERMANY
|
|
Production Company
|
WHITE HORSE MUSIC Berlin, GERMANY
|
Credits
| Jens Pfau |
Jung Von Matt AG |
Creative Director |
| Tobias Grimm |
Jung Von Matt AG |
Executive Creative Director |
| Hans/Peter Sporer |
Jung Von Matt AG |
Creative Director |
| Henning Robert |
Jung Von Matt AG |
Creative Director |
| Thorsten Sievering |
Jung Von Matt AG |
Art Director |
| Patrick Hammer |
Jung Von Matt AG |
Project Co/Ordinator |
| Maren Schwedhelm |
Jung Von Matt AG |
Project Manager |
| Jannik Endemann |
Jung Von Matt AG |
Agency Producer |
| David Gruschka |
N/S |
Post Production/Editing |
| Elena Gruschka |
Jung Von Matt AG |
Casting/Production |
| Jakob Grunert |
Jung Von Matt AG |
Casting/Copywriting/Direction/Music |
| Raphael Beinder |
N/S |
Camera |
| Daniel Schoeps |
Jung Von Matt AG |
Copywriter/Music |
| Kyra Nenz |
Jung Von Matt AG |
Copywriter |
| Dirk Domcke |
N/S |
Lighting |
| Gerrit Winterstein |
White Horse Music |
Production |
| Steffa Superheilig |
N/S |
Styling |
| Thimon Machatzke |
Jung Von Matt AG |
Art Director |
Brief Explanation
EDEKA is Germany’s largest food retailer and very popular with older people, but somehow lacks sexiness when it comes to younger target groups – although EDEKA’s own product brand offers great quality at a very reasonable price. We wanted to make younger people aware of that – and refresh the supermarket’s image in the public.
Therefore we produced an online music video starring Berlin artist Friedrich Liechtenstein, giving EDEKA and its products some serious swag. Or, in other words, making it „supergeil“ (German slang for „super horny”). A film that did nothing but celebrate EDEKA and its products – without being blunt advertising.
Creative Execution
To promote EDEKAs own brand especially within a younger target group we were looking for a testimonial with a unique character and a uncomparable presence. Therefore we casted Friedrich Liechtenstein, a musician and artist well known in Berlins subculture who has never been seen in a commerical before.