德國超市通過排空外國產(chǎn)品的貨架，對種族主義和多樣性提出了非常公開的觀點。
走進Edeka商店的購物者會發(fā)現(xiàn)，非德國產(chǎn)品被標有“我們的產(chǎn)品現(xiàn)在知道邊界”、“這個貨架很乏味，沒有多樣性”的牌子取代了。
一個購物者把令人震驚的超市景象比作共產(chǎn)主義古巴。另一位顧客發(fā)布了一段視頻，展示了貨架上的戲劇性效果。
超市的一位女發(fā)言人說：“EDEKA代表多樣性和多樣性。在我們的商店里，我們出售許多在德國各地區(qū)生產(chǎn)的食品。只有與其他國家的產(chǎn)品一起，才有可能創(chuàng)造出獨特的品種，即我們消費者的價值。我們很高興我們的競選活動引起了如此多的積極反應。”
項目信息
品牌/廣告主
EDEKA Zentrale AG & Co. KG
營銷機構(gòu)
Creative Agency 創(chuàng)意代理商
Jung von Matt AG
參與者
獎項榮譽
2018
Cannes Lions
PR | Corporate Social Responsibility SILVER LION The Most German Supermarket Edeka Zentrale AG & Co. KG http://www.dh-gg.com/projects/27176.html
Silver
2018
Cannes Lions
Social & Influencer | Social Purpose
Bronze
2018
Cannes Lions
Direct | Retail
Bronze
2018
Cannes Lions
PR | Retail
Silver
2018
Cannes Lions
Media | Use of Branded Content created for Digital or Social
Bronze
2018
Cannes Lions
PR | Use of Events & Stunts
Gold
2018
Cannes Lions
Brand Experience & Activation | Retail
Bronze
2018
Cannes Lions
Social & Influencer | Retail
Silver
2018
Cannes Lions
Direct | Experience Design
Silver
2018
Cannes Lions
Direct | Use of Ambient Media: Large Scale
Bronze
2018
D&AD Awards
PR | Public Affairs Campaign
Wood Pencil
2018
D&AD Awards
Branded Content & Entertainment | Live Experience
Graphite Pencil
2018
D&AD Awards
Creativity for Good | Advertising & Marketing Communications | Brand
Wood Pencil
2018
D&AD Awards
Direct | Direct Response | Ambient
Wood Pencil
2018
D&AD Awards
Branded Content & Entertainment | Tactical
Graphite Pencil
2018
D&AD Awards
Outdoor Advertising | Outdoor Advertising
Graphite Pencil
2018
NYF Advertising Awards
Avant-Garde / Innovative: Product & Services | Foods
Third Prize
2018
NYF Advertising Awards
Outdoor / Out of Home Marketing: Ambient: Products & Services | Retail Stores
Third Prize
2018
NYF Advertising Awards
Best Use of Media: Digital | Viral
Third Prize
2018
NYF Advertising Awards
Avant-Garde / Innovative: Avant-Garde Discipline | Activation & Engagement
Second Prize
2018
NYF Advertising Awards
Digital (Cyber) Communications: Viral | Video
Third Prize
2018
NYF Advertising Awards
Best Use of Media: Outdoor | Ambient
Second Prize
2018
NYF Advertising Awards
Best Use of Media: Direct & Collateral | Ambient
Second Prize
2018
NYF Advertising Awards
Public & Media Relations Campaigns: Products & Services | Retail Stores
First Prize
2018
NYF Advertising Awards
Best Use of Media: Branded | Events
Third Prize
2018
CLIO Awards
Public Relations | Special Event
Gold
2018
CLIO Awards
Out of Home | Takeover
Gold
2018
CLIO Awards
Branded Entertainment | Events/Experiential
Shortlist
2018
CLIO Awards
Social Media | Social Video
Silver
2018
CLIO Awards
Out of Home | Takeover
Grand
2018
ADC Awards
Experiential Design | Guerrilla | Stunt | Single
Bronze Cube
2018
The Webby Awards
Advertising & Media | Corporate Social Responsibility Campaigns
Winner
2018
The Webby Awards
Advertising & Media | Best Viral PR Campaign
Winner
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