ÜberCreativity is a higher form of innovation and a key asset to overcome the natural limitations of marketing as we know it. ÜberCreativity happens when different communicative disciplines combine their specific strengths to lift a creative idea up to a level nobody had ever expected to be reachable. The magic of ÜberCreativity lives in each of our Houses of Communication where creative & content, media & data and experience & technology collaborate and interplay.
ÜberCreativity gives us and our clients the decisive competitive edge. It helps us to shape and to strengthen Best Brands that excel all others in understanding customer needs, anticipating trends and lead the way in exploring new communication technologies, channels and platforms.
Based on tenacious strategic analysis and constantly challenged by our “world-first” attitude, ÜberCreativity is our unique approach to provide top level creative design and goal-driven marketing innovations within one highly integrated process.
999 is the most common and most traditional emergency medication for cold and flu in China. Thus, it’s mainly used by older people, but its brand promise to make you feel warm from heart to heart is kind of out of date for this day and age.
Since winter in China gets freezing cold, many older people also wear long Johns for extra protection while early adopting Gen Z and millennials reject this essential piece of clothing simply because it looks awkward and old-fashioned. So, what would happen if we could mash up the two older generation behaviors to spark a whole new fashion? Inspiring, a new trend for the young while at the same time, saving them from the flu?
RMB earned media through social media & mobile apps like Hot Search, Adquan’s headline page, Beijing News headline page, People.cn headline page…
on Weibo’s Hot Search
shared the campaign
views generated through social media & mobile apps like WeChat, Weibo, TikTok, and 59 websites in different industries such as Tencent, Sina, Baidu
increase of views on 999’s official WeChat feed, launched within three days
The following campaign is a bright example of using multiple touchpoints for content curation in a brilliant way.
Every night out with our friends goes along with the WhatsApp group chat that everyone's invited generating unique conversations – sometimes of great lyrical beauty – that are doomed to be forgotten within days.
To change that, German beer brand Beck's presented Heroes of the Night, the world's first app that turns WhatsApp group chats into fully personalized legendary stories that deserve to be remembered for years to come.
impressions are generated in the first week
the app was simultaneously launched
achieved due to user rating & reached #3 in the download charts in the German App Store
An ÜberCreative campaign can be a spark that makes people get their bums off seats and out into the streets, out into the stores for the right reason or for a greater good.
Start a movement can actually amplify the Return on Investment both in terms of reputation and market share.
So, if you're looking to start a movement, the following idea did just that. It's going to be a fine night tonight. It´s going to be a fine day tomorrow. It's a fine day.
We involve special skills and knowledge right at the beginning of every project in order to make it a great integrated, ÜberCreative campaign. The following idea only happened because we were able to get the right people together for weeks:
After the Fukushima nuclear disaster, more than 25,000 hectares of farmland were affected by radiation. A team of environmental scientists has developed an innovative decontamination method that allows Fukushima farmers to grow perfectly safe rice again.
We turned this rice in something ÜberCreative: a book Made in Fukushima. This book is designed to help people understand with their eyes and hands what the Fukushima catastrophe really meant for the people affected.
ADC Germany, Eurobest Award, ADC of Europe
Red Dot Awards
ADC 99th Annual Awards, ADC of Europe, ADC*E Awards, ADC Germany, iF Design Award, One Show, Clio Awards, CommAwards, Eurobest Award, Global Awards, LIA
ADC 99th Annual Awards, ADC of Europe, ADC Germany, ADC*E Awards, New York Festivals Awards, One Show, PHNX Tribute, CommAwards, Eurobest Award, EPICA, LIA
ADC 99th Annual Awards, ADC Germany, Andy Awards, AME Awards, Caples Awards, New York Festivals Awards, One Show, LIA
Its goal was to hold up or even increase brand affinity while everybody else was just focusing on sales offers. Therefore, we sought to address the hearts of the people by condensing a strong human insight into an authentic piece of communication capable of endearing the German brand to the Arab region and its multi-cultural population.
“Two Brothers” is a multigenerational story of reconciliation that breaks the boundaries of commercialized automotive advertising. It shows the value of family and relationships at a time when Muslim peoples’ inner beliefs are best on display. But while it tries to address a core Arab audience, “Two Brothers” hinges on a universal truth that is as highly relevant as it is resonant to a global audience.
impressions on client website
in social media
were generated with the campaign
video views on YouTube
Together with Rolling Stone Magazine Italia we launched a website containing some of the most-viewed racist content.
The site was created exclusively for this campaign and advertised on social networks targeting far-right groups with racist views. Videos on this mini-site could only be viewed using mobile data – and the files were intentionally made much larger than usual clips of this type.
By burning up thousands of gigabytes, this “hacktivism” took thousands of racists off the social networks for a significant period of time thus making the social web a more human and peaceful place.
contacts via Facebook and websites that shared the content
reactions on Facebook
on website of The Rolling Stone Italia
Director Global Client Development & Integration