WORK FOR GOOD CUT - ONLINE VIDEO

EDEKA "Merry Easter" - EDEKA Stiftung & Co. KG
Retail

Silver

Title:	EDEKA "Merry Easter"
Brand:	EDEKA Stiftung & Co. KG
Product/Service:	Retail
Client:	EDEKA
Entrant Company:	Jung von Matt AG
Agency:	Jung von Matt AG
Production Company:	Cobblestone Filmproduktion
Sound Company:	Factory Studios
Creative Director:	Melis Adigüzel-Tripp
Individual Credits:	Szymon Rose, CCO
Individual Credits:	Daniel Schaefer, CCO
Individual Credits:	Thomas Heyen, Creative Managing Director
Individual Credits:	Jörg van der Vegte, Senior Art Director
Individual Credits:	Oliver Bernotat, Senior Film Director
Individual Credits:	Florian Laufenberg, Client Service Director
Individual Credits:	Simon Zinserling, Account Director
Individual Credits:	Jankel Huppertz, Head of TV
Individual Credits:	Sophie Lotsch, Producer
Individual Credits:	James Marsh, Director
Individual Credits:	Jakob Ihre, DOP
Individual Credits:	Juri Wieser, Executive Producer
Individual Credits:	Claas Meineke, Chief Marketing Officer
Individual Credits:	Stephanie Finkbeiner, Head of Business Unit
Individual Credits:	Anja Tirtey, Head of Department
Individual Credits:	Theresa Albertz, Team Lead
Individual Credits:	Helen Bake, Project Lead
Notes for Judging:	Every year, 7.7 million people worldwide are diagnosed with dementia. Early detection is important, but the first symptoms are often dismissed as typical signs of aging.   EDEKA launched a unique Easter campaign across Germany: Since mixing up dates is an early sign of Alzheimer's, EDEKA mixed up the holidays. So, Christmas was celebrated on 24 March – in the middle of Easter time. While everyone else was getting in the mood for Easter, there were Christmas decorations in 11,000 EDEKA stores, Christmas roast recipes on social media and a typically emotional Christmas commercial on TV.   The confusion among the public and the press created the attention EDEKA needed for a new product launch available in all EDEKA stores: the Christmas Bunny. A unique blend of Santa and the Easter Bunny, which became a symbol for early detection of Alzheimer's disease. Every purchased chocolate figure supported the Alzheimer Forschung Initiative e.V. and over €250,000 in donations were generated.