Kaufland X Sinners
Kaufland is a store for seniors, to attract a younger audience we partnered them with the best esports organization in the Czech Republic. We activated the community across all platforms throughout the whole year with the following campaigns.
- Ideating
- Visual identities of campaings
- Motion design
- Social Media
- Web design
Client: Kaufland
Agency: DDB FTW
Team:
CD: Ivan Soukup, CW: Ondřej Kolek, AD: Bedirhan Akcan, Designer: Kryštof Henzl, Production: Fame Factory
Art Directors Club Czech Awards Media Partnerhip - Bronze Social: Community Building - Bronze
KAUFLAND X SINNERS
KAUFLAND X SINNERS
Countdown posts
To get SINNERS fans excited about the new partnership, we’ve put together a series of mysterious social media posts. This annoucment ended with a big party in Liberec, hometown of Sinners Esports.
Launch commercials
We made video commercials that became an immediate hit among gaming community. The ads speak the language of gaming community and they present real situations in funny way.
Grilferno
Kaufland wanted to promote their grilling season products through their new partnership, so we came up with a youtube series where 5 esports pros were left in the wilderness, under the guidance of the chef and founder of Camp Fuego, Mark Pavala, they were learning how to grill like a chef.
Healthy Sinner
We conducted a public survey among the citizens of the Czech Republic on how they imagine the lifestyle of professional game players compared to the average person. Most of the population thinks of esports players as fat, lazy anti-socials who spend all their time on computers and on the internet. However, thanks to the partnership with the leading Czech esports organization SINNERS Esports, we know that the reality could not be further from these opinions. That’s why we jointly created the Healthy Sinner documentary series, where professional players give a glimpse into their privacy. Few people know what the real life of professional computer game players looks like.
TurboKaddy
When shopping for groceries, young Czechs never consider Kaufland because they perceive it as a supermarket for „old people“. To them, shopping at Kaufland is as uncool as carrying around a shopping caddy. To change that perception, we partnered Kaufland with SINNERS, the best esports team in the country, and turned shopping caddy into TurboKaddy – a revolutionary MEMErch for gamers inspired by seniors. What followed was a hell of a viral ride.