Normal for Fairtrade: Campaign now with Schweighöfer and Winterscheid
The Swiss creative agency Normal is continuing its collaboration with Fairtrade Germany and launching the second season of the «We Are All Fairtrade» awareness campaign.
Following last year's launch, the message is now being reinforced with celebrity support: actor and producer Matthias Schweighöfer and TV personality Joko Winterscheidt are at the center of the new campaign wave.
The two celebrities are committed to fair trade products and transparent supply chains with their joint coffee label "III Freunde". The coffee they produce bears the Fairtrade seal and thus combines enjoyment with social responsibility - an approach that is underlined by the current campaign.
In addition to the prominent cast, the new campaign focuses on authentic storytelling. The focus is on a couple of female farmers from Honduras who present their coffee plantation and the working conditions there. This makes the relationship between consumers and producers tangible.
The campaign is now available throughout Germany - on posters, in print ads, online and social media as well as at the point of sale in grocery stores.
The campaign was designed and implemented by NORMAL Kommunikation in Zurich. Responsible on the agency side are Sven Loskill (Digital Director) and Martin Arnold (Creative Director). Production was handled by Eyecandy Berlin under the direction of Fritz Unruh, with photography by Fanny Husten and Juliette Mainx. On the client side, Jasmin Elambasseril, Katharina Kulakow and Jan Zuther were responsible for Fairtrade Germany.
With the interplay of star power and documentary perspective, the campaign aims to show that Fairtrade is not just a label, but an attitude - supported by producers, brands and consumers alike.
Responsible at Fairtrade: Jasmin Elambasseril (Trade Marketing Manager), Katharina Kulakow (Visual Communication Officer), Jan Zuther (Head of Trade Marketing). Responsible at III Freunde: Matthias Schweighöfer, Joko Winterscheidt, Dennis Kleine (GF III Freunde), Linda Feller (Management Joko Winterscheidt). Responsible at Normal Kommunikation: Sven Loskill (Digital Director), Martin Arnold (Creative Director). Production: Eyecandy Berlin, Fanny Husten (photographer), Juliette Mainx (photographer), Fritz Unruh (director), Jakob Süss (DOP), Teena Tuning (hair and make-up).
