德国超市通过排空外国产品的货架，对种族主义和多样性提出了非常公开的观点。
走进Edeka商店的购物者会发现，非德国产品被标有“我们的产品现在知道边界”、“这个货架很乏味，没有多样性”的牌子取代了。
一个购物者把令人震惊的超市景象比作共产主义古巴。另一位顾客发布了一段视频，展示了货架上的戏剧性效果。
超市的一位女发言人说：“EDEKA代表多样性和多样性。在我们的商店里，我们出售许多在德国各地区生产的食品。只有与其他国家的产品一起，才有可能创造出独特的品种，即我们消费者的价值。我们很高兴我们的竞选活动引起了如此多的积极反应。”
项目信息
品牌/广告主
EDEKA Zentrale AG & Co. KG
营销机构
Creative Agency 创意代理商
Jung von Matt AG
参与者
奖项荣誉
2018
Cannes Lions
PR | Corporate Social Responsibility SILVER LION The Most German Supermarket Edeka Zentrale AG & Co. KG https://www.digitaling.com/projects/27176.html
Silver
2018
Cannes Lions
Social & Influencer | Social Purpose
Bronze
2018
Cannes Lions
Direct | Retail
Bronze
2018
Cannes Lions
PR | Retail
Silver
2018
Cannes Lions
Media | Use of Branded Content created for Digital or Social
Bronze
2018
Cannes Lions
PR | Use of Events & Stunts
Gold
2018
Cannes Lions
Brand Experience & Activation | Retail
Bronze
2018
Cannes Lions
Social & Influencer | Retail
Silver
2018
Cannes Lions
Direct | Experience Design
Silver
2018
Cannes Lions
Direct | Use of Ambient Media: Large Scale
Bronze
2018
D&AD Awards
PR | Public Affairs Campaign
Wood Pencil
2018
D&AD Awards
Branded Content & Entertainment | Live Experience
Graphite Pencil
2018
D&AD Awards
Creativity for Good | Advertising & Marketing Communications | Brand
Wood Pencil
2018
D&AD Awards
Direct | Direct Response | Ambient
Wood Pencil
2018
D&AD Awards
Branded Content & Entertainment | Tactical
Graphite Pencil
2018
D&AD Awards
Outdoor Advertising | Outdoor Advertising
Graphite Pencil
2018
NYF Advertising Awards
Avant-Garde / Innovative: Product & Services | Foods
Third Prize
2018
NYF Advertising Awards
Outdoor / Out of Home Marketing: Ambient: Products & Services | Retail Stores
Third Prize
2018
NYF Advertising Awards
Best Use of Media: Digital | Viral
Third Prize
2018
NYF Advertising Awards
Avant-Garde / Innovative: Avant-Garde Discipline | Activation & Engagement
Second Prize
2018
NYF Advertising Awards
Digital (Cyber) Communications: Viral | Video
Third Prize
2018
NYF Advertising Awards
Best Use of Media: Outdoor | Ambient
Second Prize
2018
NYF Advertising Awards
Best Use of Media: Direct & Collateral | Ambient
Second Prize
2018
NYF Advertising Awards
Public & Media Relations Campaigns: Products & Services | Retail Stores
First Prize
2018
NYF Advertising Awards
Best Use of Media: Branded | Events
Third Prize
2018
CLIO Awards
Public Relations | Special Event
Gold
2018
CLIO Awards
Out of Home | Takeover
Gold
2018
CLIO Awards
Branded Entertainment | Events/Experiential
Shortlist
2018
CLIO Awards
Social Media | Social Video
Silver
2018
CLIO Awards
Out of Home | Takeover
Grand
2018
ADC Awards
Experiential Design | Guerrilla | Stunt | Single
Bronze Cube
2018
The Webby Awards
Advertising & Media | Corporate Social Responsibility Campaigns
Winner
2018
The Webby Awards
Advertising & Media | Best Viral PR Campaign
Winner
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