Creative Director. Hamburg.
About
Copywriter. Guitarist. Creative.
I like to develop smart ideas and concepts.
As a creative leader or as part of a bigger team.
With passion for products, brands and services.
From classic campaigning to everything digital.
Burger King Christmas
The Christmas season is the time for emotional advertising. That's why we also created an emotional Christmas campaign for Burger King - just in a completely different way to everyone else. In humorous commercials, we show the aftermath of the annual company Christmas parties, where you've made a drunken fool of yourself again. And what helps best against the hangover: a hearty burger.
Because we can't fix your last night but we can made your day.
BURGER KING
During his first state visit to Berlin, we used a PR stunt to turn King Charles of England into our influencer and brand ambassador. We used his reach on social media and the overarching media interest in the royals to communicate our brand message "Mach dein King" and make our Burger King cardboard crown part of the global coverage of the state visit.
REPORTERS WITHOUT BORDERS
Reporters Without Borders fight for the freedom of press. Not with weapons but with pens. Every year reporters get killed in battles all over the world. In 2015, we made a statement for the importance of their work by developing a pen made out of fired bullets.
144 pens for 144 killed reporters – to honor the deadly risk of their fight for a free press.
SIXT
Sixt is one of the leading car rental companies in the world and their trademark is to be bold – so are their headlines.
Here are some of my favorite headlines I did for Sixt
o2₂
For O₂ we developed a new integrated brand campaign.
Based on our claim “can do” we empowered people to reach their goals.
Kick-Off for the campaign was a TVC that showed different examples of “can do”.
But we didn’t stop there: Nearly every vignette was extended into the real world and social media.
That twist turned an yet extraordinary film into a holistic piece of communication.
E WIE EINFACH
E WIE EINFACH is a german energy provider focused on the digital generation. That’s why everything regarding their contracts is adjustable on their their mobil-app. We celebrated this new individual freedom with a modern campaign that also introduced the new brand promise and claim: #DeineEnergie
E WIE EINFACH XMAS
In 2018 E WIE EINFACH provided their clients with free energy during Christmastime. That’s why we came up with an energizing and digital commercial made from user generated content only. Besides our Christmas campaign we also launched a promotion idea. Together with two influencers we gave drunk people a ride home after a night at the Christmas market as long as they were singing karaoke.
ERGO
ERGO is a german insurance company. In 2019 they briefed us to do a campaign for the ERGO Rente Balance – a flexible pension plan that fits every situation in life. Our spot shows a man fearlessly swiping through all lives possible always knowing: the ERGO Rente Balance fits them all.
DOUGLAS
The 2020 Mother’s Day commercial for Douglas was a real challenge. Due to the Covid-19 pandemic we had to work with only a small team on location and a lot of stock-footage to create an emotional spot. The result was a big thank you to those who have always been our heroes: our moms. With over 6 millions views on YouTube alone the 2020 Douglas Mother’s Day commercial became an internet viral.
NETTO
Everybody loves BBQ and the german supermarket Netto provides everything you need for it. From tasty meat and sauces to vegetables and veggie-patties. The spot shows a family that is about to skip the BBQ due to a variety of tastes. Luckily the family dog knows where you get everything at once: at Netto.
DOC MORRIS
DocMorris is known as one of the biggest online pharmacies in Germany. But they’re much more: a holistic platform that makes managing your health easier than ever. From sending meds directly to your door to professional examinations by a doctor via video call – DocMorris offers all of the above in just one app. Our campaign challenged the status quo and staged DocMorris as what they are: the new healthy.
MAN
If you think about trucks you probably think about MAN – because they’re good at building them. With every new truck generation MAN is getting closer to the perfect machine due to their innovative features. Our campaign shows only a few of them but already enough to say: their features are the best partner for a live on the road. By making a new MAN smarter, safer and more efficient to drive.
CV.
2013 - 2014 | Kolle Rebbe | Intern Copy
2014 - 2014 | Track | Intern Copy
2014 - 2016 | DDB | Junior Copywriter
2016 - 2017 | Jung von Matt Alster | Junior Copywriter
2017 - 2018 | Jung von Matt Alster | Copywriter
2018 -2019 | Jung von Matt SAGA | Copywriter
2019 - 2022 | Jung von Matt SAGA | Senior Copywriter
2022 - 2023 | Serviceplan Bubble | Senior Copywriter
2023 - now | Grabarz & Partner | Creative Director