Title	THE REWELUTION
Brand	REWE
Product/Service	PAPERBAGS
Category	B01. Corporate Communication & Reputation Management
Entrant	THJNK Hamburg, GERMANY
Idea Creation	THJNK Hamburg, GERMANY

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 Buying
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.