Brands against Corona

December 2021: the fourth COVID-19 wave has hit Germany. The infection rate is at an unprecedented height, resulting into bursting hospitals and an imminent lockdown. The only way out – get everyone vaccinated.

But how can an advertising agency fight a global pandemic? Do what we do best: Ask brands to get the word out. The idea was simple: Literally ask every brand in Germany to change their slogan into a call to action to encourage  vaccinations.

Within a matter of days, some of the world’s biggest players agreed to join the movement. In partnership with the affiliated adverting agencies, countless brands changed their slogan and joined forces for the first time ever. Burger King, McDonalds, BMW, Mercedes-Benz, Edeka, Lidl, Sparkasse, Volksbank, Toom, Hornbach, are just some of the brands that came together to get more shots in arms.

The BILD Zeitung, Germany’s most circulated newspaper, decided to feature the participating brands on their most valuable real estate: pages 2 and 3, as well as their web banners and on social media -all free of charge. Even Angela Merkel’s successor, chancellor Olaf Scholz, is supporting the initiative. Over 1.000 brands have joined the movement in the first four days. And this is just the beginning.