THE REWELUTION

ClientREWE
Category A04. Retail, e-Commerce, Restaurants & Fast Food Chains
TitleTHE REWELUTION
Product/ServicePAPERBAGS
Entrant THJNK Hamburg, GERMANY
Idea Creation THJNK Hamburg, GERMANY
Credits
Name Company Position
Armin Jochum thjnk AG CCO
Michael Ohanian thjnk Hamburg GmbH Managing Director
Jacques Pense, Leif Johannsen, Patrick Matthiensen, Eike Fietje, Joshua Mackowiak thjnk Hamburg GmbH Creative Direction
Benjamin Beck thjnk Hamburg GmbH Art Direction
Joshua Mackowiak, Max Seidler, Aylin Nitsch thjnk Hamburg GmbH Copywriter
Patrick Hammer, Nina Schack, Anna Moesta thjnk Hamburg GmbH Account Manager
Susanne Nagel, Caroline Walzcok, Isabel Herrmann thjnk AG Art Buyer
Lutz Freudenberg, Roman Levytskyj thjnk Hamburg GmbH Graphic Design
Sabine Israel - Illustrator

The Campaign

We don’t wait. We act now and send a unique sustainability message. REWE, Germany’s second largest supermarket chain, don’t just reduce – REWE abolish plastic bags completely!

Execution

We support our message by a big out-of-home campaign. The medium: the paper bag itself. It turns all our consumers into brand ambassadors.

Over 800 articles in newspapers and magazines as well as 43 TV features picked up on our message. We more than doubled visitor numbers on the REWE sustainability website during the first few weeks. Our message was viewed almost 23 million times online. #Plastiktüte became trending topic on Twitter. Celebrities, journalists and institutions got involved in the discussion. And best of all, other supermarkets followed. Now we can save up to 351 million plastic bags each year in Germany. Dump the plastic bag – a total success for REWE. And the environment.

The Situation

#Plastiktüte became trending topic on Twitter. Celebrities, journalists and institutions got involved in the discussion.

The Strategy

The initiative placed REWE at the centre oft the media. We support our message by a big out-of-home campaign. The medium: the paper bag itself. It turns all our consumers into brand ambassadors.