“Jahreskampagne 2020” for Hermes, with TBWA Hamburg

THE CHALLENGE

More power to brand character

Hermes had a challenge to position themselves more prominently among their competitors, with a campaign that was tasked to add character through assertiveness. We needed to capture the audience’s attention with a thumb-stopping campaign. TBWA chose our mother company Cobblestone as the production company when looking for a team, creatively lead by a director with a great sense of humor and a good eye for casting, to bring their concept for Hermes to life. The concept posed great requirements for staging, humor, dialogue and a sensitivity for timing in all of that. Casting had to be spot-on, in order to deliver the nuanced humour of the creative concept.

THE SOLUTION

Balancing at the edge of the pandemic

We set the team and a sturdy Covid-proof hygiene plan up, and tackled the concept with our director Axel Laubscher. Three narratives were constructed, stories taking place at small neighborhood kiosks with Hermes parcel service. With humorous, authentic little stories we transported our audiences to the Hermes ParcelShop on everyone’s corner. Apart from our actors delivering the comedic narratives, special attention was paid to more cinematic storytelling, closer to the characters.

THE EXECUTION

Perfect timing, or bust!

Our trick to perfectly-timed comedy, captured meticulously on camera? Rehearse, rehearse and rehearse, and recognise the creative opportunities along the evolving dynamics. “ The crucial beats of the scene are explored and brought to the point,” as our director Alex said. “The naturalness, freshness and directness of the performance must be preserved.”

Throughout various assets to build an extended library of mini narratives, the content was spread over TV and digital formats. Pre-and mid-rolls, bumper ads, Instagram stories and display ad formats constructed a multi-touchpoint campaign targeting very step of the User Journey. We paid special attention to producing every asset so that they would be immediately recognised as part of this campaign.

The Team

We thank the entire team for the great work and hard laughs

CLIENT Hermes Europe GmbH
CAMPAIGN Jahreskampagne 2020
AGENCY TBWA\ Hamburg GmbH; Alexa Geiger & Alexander Kumfert
DIRECTOR Axel Laubscher
PHOTOGRAPHER Felix Wittich
DOP Nik Summerer
EXECUTIVE PRODUCER Philipp Schmalriede
PRODUCER Daniel Mittwede
JR PRODUCER Delia Zhai
PRODUCTION MANAGER Oliver Krasemann
SET MANAGER Kai Zastrow
1ST AD Axel Frese
1ST AC Fritz Butze
2ND AC Hannah Breitenfeld
VIDEO OPERATOR/DIT Siggi Kuckstein
GAFFER Christoph Nickel
SOUND Siggi Fischer
ART DIRECTOR Christian Schätzel
STYLING Laura Büchel
MUA Pia Norberg

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“Jahreskampagne 2020” for Hermes, with TBWA Hamburg