Ideas that move people

o2 “The Greatest” — Cinema Film.

A love letter to the largest wave ever surfed — 28.57 metres of raw, untamed power in one film.

o2, together with big-wave surfer and world-record holder Sebastian Steudtner, set out on a mission to find and ride the biggest wave of all time. On February 24, 2024, that mission reached a historic peak when Sebastian surfed a 28.57-metre wave — surpassing even his own world record.

Our task was to translate this “can do” moment into film. The result is a cinematic spot that captures the raw power of the largest wave ever conquered by a human being — relentless, authentic, uncompromising. Through breathtaking imagery, it reveals the overwhelming scale and untamed force of the ocean, immersing the audience in a moment where human determination meets nature’s ultimate power.

Facebook “More Together” — Paid Social.

A paid-social translation of Facebook's biggest brand platform — the world's largest social network turned into community-first storytelling, made for the feed.

"More Together" was Facebook's largest brand repositioning at the time, putting Groups at the heart of its communications. We took the platform on-channel: instead of treating social as a downstream cut-down of the TV spots, we built a paid-social production system that lived natively in feed, stories and live.

The output: 72 films across 3 formats, 160 cast members, and a campaign engineered for an audience that scrolls. Every asset was shot, edited and laid out for the rhythm of the feed — not the rhythm of broadcast — so the story still landed when the sound was off and the thumb was moving.

Vodafone “Data for Deed”.

Kids want screen time. Parents want help around the house. We made mobile data the currency between them.

Built into the "My Vodafone" hub, Data for Deed turned chores into a transaction. Parents set tasks — washing up, mowing the lawn, walking the dog — and assigned each one a reward in megabytes. Once the work was done, the data dropped into the kid's account: a modern kind of pocket money, paid out in gigabytes instead of coins.

The app was the human side of Vodafone's new RED+ tariff — a shared family data pool the whole household could earn into. A way to show that the best thing about a phone plan isn't the size of its data bucket, but how the people you live with decide to spend it.

BMW “Light Wall — Reflection”.

A 50 m billboard that doubled its message in the mirror floor below.

Set along the mirror-polished gangway of Hamburg Airport, the wall held only the top half of each letter. The floor delivered the rest. Walk past — and the words completed themselves in the reflection: EXCEED MAXIMUM.

German Red Cross “Give Blood. Give Power.”

Bundesliga stars donated blood. Sick children received their heroes' blood — and the courage to fight on.

Together with the German Red Cross and the Bundesliga, we asked the country's football icons to roll up their sleeves. The blood bags were then labelled with the face and name of the player it came from — so a child receiving a transfusion wasn't just getting plasma, they were getting a piece of their hero. The blood of a champion, running through their veins.

The players took the message to their fans on social, and amateur clubs across Germany followed their captains into the donor chair. A medical procedure became a national act of solidarity.

Mutspende '15 — the continuation.

A year later, we extended the idea. New Bundesliga stars, new portraits, a new wave of nationwide drives — and a generation of amateur athletes recruited as donors alongside their idols. Same promise, scaled up: the courage of a champion, donated by the bagful.

IWC “Pilot Collection”.

A print campaign for IWC's Pilot's Watches — built around the polished surfaces of the aircraft they were named after.

Each spread used the mirror-bright fuselage of a legendary plane — Spitfire, Mustang, Top Gun — as the canvas. Reflected in it: dogfights, formations, the sky itself. The watch sat alongside as the human-scale equivalent of the same engineering values — precision, calm under pressure, a piece of metal you trust with your life.

Barmer “The Smoker's Lung”.

A New Year's resolution, in the lungs of a passer-by.

For health insurer Barmer GEK, an outdoor installation that visualised what really happens inside the lungs of a smoker. Built around the resolutions season — the moment people are most ready to listen — it turned an abstract health statistic into something physical, present, and impossible to look away from.

Serviceplan “Posters of Passion”.

A recruiting campaign for creatives — printed in real blood, sweat and tears.

Serviceplan was hunting for talent at design and advertising schools. We wanted candidates who would give everything for an idea — so we made the call literal. Three billboards, made from real blood, real sweat and real tears, headlined "OUR COPYWRITER'S BLOOD," "OUR ART DIRECTOR'S SWEAT," and "OUR PLANNER'S TEARS." A QR code on each took applicants straight to the brief.

8in1 “Dog Beauties”.

Hair care for dogs — shot like a shampoo ad.

8in1 makes pet hair-care products good enough to give a dog the kind of mane you'd expect on a model. So that's exactly how we shot them. Three lush, wind-blown beauty shots — all hair, all volume — with one small detail giving the joke away: a wet nose, a paw, an ear poking through. Pet care, taken seriously.

Miami Ad School Europe “Against Humanity”.

A brutally honest card game about life in advertising — and a recruiting tool dressed up as one.

Built as a promotional piece for Miami Ad School Europe, the game is half therapy, half initiation rite: 450 pink statement cards and 80 black fill-in-the-blanks, swapping the usual "creative life" sales pitch for the truth — late nights, killed concepts, clients from hell, and the small wins that keep you coming back. Prospective students get a taste of the industry; current creatives get a way to laugh about it.

Available as a limited physical edition, and as a free print-and-play PDF at studentsVSadvertising.com.

Vodafone “Educative WiFi”.

A Wi-Fi network where the SSIDs are exam questions and the passwords are the answers. The only way to get online: study.

German schools ban conventional advertising — but they don't ban free Wi-Fi. Vodafone partnered with selected schools to install high-speed networks with one mischievous twist: every network name was a question pulled from the curriculum, and the password was its correct answer.

To get online, students had to do exactly what they were supposed to do in class: study. The campaign turned a brand into something useful enough to talk about — a conversation that ran from the classroom to the staffroom to the kitchen table — and a media buy that earned its attention rather than buying it.

Misereor “Empty Seats”.

In 2020, half of every restaurant's seats sat empty for safety. Somewhere else, millions of children went hungry. We connected the two — turning social distance into social help.

During the pandemic, German restaurants were forced to run at half capacity, leaving every second chair empty for safety. At the same time, millions of children around the world were going without a meal. We made one problem the answer to the other.

Each empty seat became a place at the table — a sponsorable chair that could feed a hungry child somewhere it was needed. A forced loss reframed as a deliberate act of generosity, linking the distance inside restaurants to the gap on the world's plates.

Facebook “Beweg Was” — A Sport-Event Movement.

When 2020 brought events to a halt and local businesses to a close, Facebook stepped in with the first sport event built inside the feed itself.

While cities sat still, we built a programme that traded movement for support. Everyday actions — a run, a walk, a home workout — got shared on Facebook and unlocked rewards for the small businesses around the corner.

The more the community moved, the more the local economy got back. Beweg Was — German for "move something" — became Facebook's first social-sport activation: a feed-native programme that doubled as a real-world small-business support system.

Facebook “Easter Chicks” — Seasonal Takeover.

When it comes to Easter, the bunnies always get the spotlight. But there's no egg hunt without the chicken — so for one week before Easter, the chicks took the page back.

Bunnies can't lay eggs, no matter how photogenic. We let the chickens make their case in their own words. For a full week before Easter, Facebook's social page belonged to them — protest signs, fluffy demands, and a campaign to take the holiday back from the rabbits.

The takeover closed with the birds' open statement to the feed — half-protest, half-Easter greeting. Part of Facebook's More Together platform.

The chicks' statement

Easter should have been our day.
But the bunnies steal the show every year.
Damned rabbits!

Bunnies can't lay eggs, but everyone finds them "so sweet".
Aren't we fluffy enough?
That's it! It's time to take Easter back.

Regardless of who brings the eggs to you on Easter, we hope you have a wonderful celebration.

Happy Easter! Except if you are a bunny.

Booking.com “Always-On” — Spring/Summer Campaign.

A spring/summer always-on campaign built around the full breadth of what Booking.com sells — cars, flights, homes — held together as one continuous, hand-crafted feed.

We replaced the campaign-by-campaign rhythm with one always-on production system that stretched across the entire product family. The brief was simple: stop treating cars, flights and homes as three separate ad pushes, and start treating them as one travel diary the audience could open at any point in the season.

The output: 60 assets, every one designed for the format, usage and length it would live in — short stops, longer reads, hero spots, vertical cuts. One tone of voice, every shape the feed asked for, all season long.

Narcos “Manhunt” — Gameshow on Twitch.

The first interactive Twitch gameshow — a 90-minute live hunt for Pablo Escobar, played by gamers in a replica DEA office.

For the launch of Narcos season two, Netflix Germany needed to reach an audience that doesn't binge-watch on schedule: gamers. So we turned a binge-watching audience into a real-time, transmedia hunt for Pablo Escobar — streamed live on Twitch and Facebook on September 25, 2016.

Four stars of the gaming community teamed up as DEA agents and competed across challenges that retraced the real hunt — from Pablo's prison La Catedral, through clue analysis, to the final chase through Medellín. Spectators steered the action via the Twitch chat, dropping hints and shaping the outcome in real time. Combined streams generated 86K+ live views.