Title	SUPERGEIL
Brand	EDEKA ZENTRALE & CO.
Product/Service	FOOD RETAILER
Category	A07. USE OF MUSIC
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

Name	Company	Position
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

Based on the original song „Supergeil“ from Friedrich Liechtenstein released in 2013, we adapted the lyrics and created our very own EDEKA version of the song in collaboration with the electro pop artist. In this version the lyrics are all about the superness of the super products, their super quality and super price.