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CANNES 2015
9 Lions at Cannes
#nothingisimpossible #saatchiswiss
9 Lions for the #HIVHEROES campaign of Vangardist Magazine!

I am proud as I just can be.

2x Gold

5x Silver

2x Bronze

With this amount of heavy metal the #HIVHEROS-campaign for Vangardist is the most awarded campaign of Switzerland and Austria since ever.

Bussis to Cannes and the wonderful, gracious, generous, hard-working team at Saatchi & Saatchi Geneva, led by Jason Romeyko, a visionary ECD.

 
Vangardist Magazine
Saatchi & Saatchi
#HIVHEROES
Driven by our client’s request to draw attention to the rise in HIV cases and the stigma facing HIV positive people, we launched a bold campaign.

To fight social marginalization of HIV-positive people, Vangardist Magazine wanted to come up with a special edition to fight the still existing stigma around the disease. What better way to connect people with the cause of the issue than by printing Vangardist’s next edition with the cause itself? HIV-infected blood.

 

Early April 2015 we took blood of 3 HIV-positive donors and mixed it with ink to print the Hero-edition of Vangardist Magazine. This very special issue got released on April 21st to Key Opinion Leaders (KOLs) and journalists around the world in order to spread our cause to a broad and committed audience. On April 23rd the magazine launched officially in the German speaking countries as well as in globally selected galleries and museums. Our main message #HIVheroes became one of the most trending topics in the world as well as a keyword in our minds for nearly two months. Within that time-frame from April till Eurovision Song Contest we started raising money for projects supported by Life Ball, the biggest yearly event to fight HIV. 

 

INSIGHT & IDEA:

People do not talk about HIV anymore and therefore don’t think there is a stigma around it. With our project we want to address this fact and fight against social marginalization of HIV-positive people.

 

We wanted to use the magazine to raise awareness outside of the gay community by addressing potential readers in a way they can't ignore: confronting the population with the stigma surrounding HIV-positive people.

By sending a sealed  version of the magazine, people are given the choice to breaking the stigma by breaking the seal. It is this act, that makes a world of difference as it allows a whole community of people that live in fear and isolation to step up and have a live a life in full again. That insight is what drove all stakeholders towards this project: the magazine, all partners and of course the people out there - whether positive or not.

 
Evangelische Kirchen / Concept & Text
Brainds
Awareness Campaign to celebrate the 500 years anniversary of the evagelic church in the German-speaking countries.

Religion is not perceived as rooted in our society anymore. So the task as exactly to show people that the opposite is the case. These clever print ads highlight the relevancy of religion within our society that is marked by isolation, hedonism and consumerism. By highlighting the most prominent and impactful term of Christian Religions in everyday language.

 
T-MOBILE EVOLUTION
DDB Vienna
Communication changed but the reason to communicate never did.

A campaign to highlight the purpose of T-MOBILE as a holisitc communications provider. The idea is simple: communication changed, but the reason to communicate never did.

Agency: DDB Tribal Vienna

ECD: Lukas Grossebner

Strategy: Lucas Conte

Copywirter: Lukas Grossebner

Art Director: Peter Mayer, Michael Nagy

Director: Nathan Prie

Production: PPM Film

 
BERLIN BIENNALE
CONCEPT & ART DIRECTION
Rebranding European Muslims uses the tools of political branding campaigns to reimagine a new entity empowered by using mass communication tactics.

Rebranding European Muslims is an international public relations campaign by performance and research group Public Movement, which aims to change the image of the European Muslim population. It takes the declaration by German Chancellor Angela Merkel that "multiculturalism has failed, completely failed" as a chance to begin a new chapter in European / Muslim relations. The strategy of the project is to understand Merkel’s statement in a positive light, using this as an opportunity to end the reliance on "multiculti" and to consider that all people are responsible for the failure.

 

Rebranding European Muslims uses the tools of political branding campaigns to reimagine a new entity empowered by using mass communication tactics. In order to fulfill its own dream, Europe, as a post war progressive construction, must confront the challenge of accepting its historical enemy as part of it. The campaign proposes a new European Muslim entity, which is not exclusive to Muslims but symbolizes a new era where the conversation about European/Muslim shifts beyond the exhausted concept of liberal tolerance. It accepts mutations and new acculturation, and ultimately extends the scope of political imagination. Hopefully for the better.

 
MUSEUMSQUARTIER WIEN / STRATEGY & CONCEPT
Rosebud
Mit der neuen Kampagne entwickelt das Museumsquartier seine Positionierung eines vielseitigen und vielschichtigen Kulturareals konsequent weiter.

Kultur hat viele Gesichter

Mit der neuen Kampagne entwickelt das Museumsquartier seine Positionierung eines vielseitigen und vielschichtigen Kulturareals konsequent weiter. Die Marke MQ steht als Mittler zwischen der Welt der Museen und einer urbanen Lebenskultur. Auf der einen Seite die Welt musealer Kathedralen, des Wissens und der Geistigkeit. Dem gegenüber stehen die Orte der Unterhaltung, voller urbaner Lebensfreude. 

Diese beiden Aspekte der Welt MQ kommunikativ zu vereinen und gegenseitig stärkend zu entwickeln, ist der Kern der neuen Kampagne. Dies wird in der kreativen Umsetzung mit dem neuen Claim „Kultur hat viele Gesichter“ realisiert. Er ist ein Statement der Vielfalt und Vielschichtigkeit des Kulturbegriffes im Museumsquartier. Er öffnet den Blick für die unterschiedlichen Sichtweisen, Darbietungs- und Erlebnisformen von Kultur und stellt dabei eindeutig den Kulturbegriff in den Mittelpunkt.

Die Besucher werden selbst zu Akteuren, sie werden Teil der Inszenierung und öffnen selbst die Grenzen zwischen Hochkultur und urbaner Lebenskultur. Hier schließt sich der Kreis zum Kulturangebot des Museumsquartiers: Fließende Übergänge zwischen Areal und Institutionen, aufgehobene Grenzen zwischen unterschiedlichen Ausdrucksformen wie Ausstellungen, Performances und Workshops. Ein Brückenschlag zwischen Institutionen und Areal, zwischen Akteuren und Besuchern.

 
T-Mobile Lovestory
DDB Vienna
We follow a text message conversation of a boy and a girl who struggle with what to say. As soon as they show their affection for each other by writing something romantic, they immediately delete it a

Die Aufgabe

T-Mobile Austria als „Love-Brand“ zu positionieren.

 

Die Lösung

Menschen, vor allem wenn Frauen mit Männern und Männer mit Frauen kommunizieren, fällt es oft schwer, die richtigen Worte zu finden – und diese zu texten. Und wenn sie sie vielleicht schon gefunden haben, trauen sie sich nicht, sie auszusprechen und ersetzen sie dann durch Phrasen. Wir zeigen, was zumeist ungelesen bleibt.

Das Ergebnis

Wir realisierten einen Film, der im österreichischen TV und Kino ausgestrahlt wurde, und der den Zuschauer an einer Mann-Frau-Konversation teilnehmen lässt. Dabei werden zum einen jene Worte gezeigt, die sich die beiden geschrieben haben, aber auch die, die sie einander nicht geschrieben haben – aus Angst vor Missverständnissen. Bis der Mann am Ende allen Mut zusammenfasst und... Aber seht selbst.

 
McDonald's EASY MORNING
DDB Vienna
Eine groß angelegte TV-Kampagne, die aufzeigt, wie viele und welche Schwierigkeiten der Morgen mit sich bringen kann und das mit einem Frühstück von McDonald’s das Aufstehen einfach leichter fällt.

Die Aufgabe

Viele Österreicher haben das Frühstücksangebot von McDonald’s noch nicht probiert, weil sie überhaupt nicht auf die Idee kommen, dass man bei McDonald’s frühstücken kann. Die Aufgabe war es daher, den Österreichern McDonald’s als "Frühstücksdestination" vorzustellen und ihnen zu zeigen, dass es dort für kleines Geld einen kulinarisch richtig guten Start in den Tag gibt.

Die Lösung

Es gibt Dinge im Leben, die treffen auf die meisten von uns zu. Und genau diese Wahrheiten haben wir zur Kernaussage unserer Kommunikation gemacht. Das Ziel war es, dass Menschen diese Kampagne sehen und sich denken: Ja, genau so ist es, endlich sagt das einmal jemand. Es ist die Tatsache, dass fast alle Menschen morgens schwer aus dem Bett kommen. DDB Tribal zeigt eine Lösung für dieses Dilemma auf, da ein Frühstück bei McDonald’s das Aufstehen vielleicht ein wenig leichter machen kann. Denn: Der Morgen ist schon schwer genug.

Das Ergebnis

Eine groß angelegte TV-Kampagne, die aufzeigt, wie viele und welche Schwierigkeiten der Morgen mit sich bringen kann und das mit einem Frühstück von McDonald’s das Aufstehen einfach leichter fällt. Flankiert wurden die Spots in Print und Online. In allen Medien wurden die unterschiedlichen Frühstücksangebote und das gute Preis-Leistungsverhältnis bei McDonald’s illustriert. Die drei von dem Fotografen Martin Stöbich realisierten Plakatmotive „Pullover“, „Tie“ und „Shoelaces“ wurden 2013 in Cannes mit einem silbernen Löwen in der Kategorie „Outdoor“ ausgezeichnet.

 
McDonald's Morning Mood / Strategy & Concept
DDB Vienna
In the context of the "Easy Morning breakfast campaign", realized by DDB Vienna, another print campaign had to be developed for McDonald's.

The assignment

In the context of the "Easy Morning breakfast campaign", realized by DDB Vienna, another print campaign had to be developed for McDonald's. It was supposed to be based on the existing campaign idea: Easy Morning. Cause mornings are already tough enough.

The solution

Many people are not their true selves in the morning. This can manifest in many ways. The "Morning Mood" print motives express this and show how sensitive, irritable or explosive people can be in the morning.

The result

The outcome is an eye-catching, visual dramatization of our early morning moods. We portray "morning grouches" in three different motives with the claim "Everyone needs a cup of coffee in the morning".

 
Kuoni
CONCEPT & STRATEGY
We can encounter beauty even in places that might not seem very beautiful at first sight.

In our industry, beauty is still usually understood in a very simple way: beautiful beach, beautiful hotel, beautiful landscape. But given the increasing individualization of aspirations, can we still usefully impose general aesthetic standards of beauty? If perception is subjective and beauty is a matter of personal judgement, is it still possible to identify objective criteria?

Kuoni’s contemplation on a new understanding of luxury and the changing needs of today’s most discerning travellers seemed to make it necessary to think a little harder about the precise nature of the beauty that people go looking for on their holidays. Intense individual experiences grow in standing and so do the bounds of what counts as “luxury” and “beauty” in travelling.

At least since Kant and the philosophy of sensibility, we have known that beauty is not an objective quality, but that it’s based on our subjective perception of things around us. To put it simply, beauty is in the eye of the beholder. To go back even further, the ancient Greeks developed a concept of inner beauty based on the nature of a person’s soul and character rather than on the way he or she looks.

Both aspects can provide important insights into the future of travel: For Kuoni, the idea of beauty is also to do with a person’s state of mind and subjective perceptions. This kind of beauty can reveal itself in very different situations and experiences– on the Seychelles, on a demanding expedition or while working on an aid project. The decisive thing is always the individual traveller, and his or her particular assumptions, interests, desires and intentions.

We can only find beauty through our experiences. Kuoni’s job is to create the room for these experiences. We have to find possible new paths to this kind of beauty, show them to our guests and take care of them as they make their own journeys.

 
KONEA RA
ART DIRECTION / BRANDING
Austrian Newcomers Konea Ra asked me to come up with a distinct brand identity. Well... I responded with a logo that incorporated all the letters of their Band-Name in a single signature. Simples.

Austrian Newcomers Konea Ra asked me to come up with a distinct brand identity. Well... I responded with a logo that incorporated all the letters of their Band-Name in a single signature. Simples.

And as we went along pretty well they asked me to shoot their first music video. Without budget. As I love them I did it. Just with the helping hands of a bunch of friends...

 
VIENNA DESIGN WEEK
DISRUPTING DESIGN / CONCEPT & ART DIRECTION
Der Kurzfilm von Luca Conte & Stefan Arztmann erzählt in 5 Episoden welchen Stellenwert Wohngestaltung im Lebensraum von heute und morgen einnimmt. Assoziationen von Menschen und die avantgardistische

Der Kurzfilm von Luca Conte & Stefan Arztmann erzählt in 5 Episoden welchen Stellenwert Wohngestaltung im Lebensraum von heute und morgen einnimmt. Assoziationen von Menschen und die avantgardistische Entstellung der gewohnten Umgebung präsentieren Design-Klassiker in einem neuen Licht.

 
CARITAS / GIVE WARMTH
Strategy
Awareness campaign in response to the eviction of the Viennese City Park and in order to raise awareness for the social welfare charity « Caritas ».

In response to the eviction of the Viennese City Park and in order to raise awareness for the social welfare charity « Caritas », which supports homeless people to get through the winter, DDB Tribal Vienna created the first adshel that gave off heat. Each time a Euro was put in, the adshel would turn into a heater. This provided people the opportunity of giving warmth. To themselves and to those in need.

 
PATTEX RUBBERBAND AD
STRATEGY
How to use a un-used space within your smartphone java-coding...

Pattex is a renowned glue-brand. We wanted to come up with a fresh way to communicate the benefit of the product on mobile devices. Output was the Rubberbamd-Ad. The first smartphone-native advertisment that connects your screen with your device.

 
STEINWENDER
CORPORATE IDENTITY & CAMPAIGN
A new lynx in Vienna, a bunch of dogs and a new Identity & Campaign for the leading interior store in the city centre.

I've teamed up with Fabienne Feltus and Inga Unzeitig to work on the identity and marketing tools for Steinwender - fine interiors located in 1010 Vienna.

Together we were responsible for a logo re-design, business stationary, various promotion flyer and posters. Things are spiced up with colourful pattern and a lynx in changing designs to emphasize the logo .

Over the last months, diverse printed media has been realised. From summer sale to christmas announcement.

Spot our lynx in vienna. roar.

 
STEINWENDER WEB
UX / WEBDESIGN
New Website & Visual Language for the leading Viennese Interior Design Shop

New Website & Visual Language for the leading Viennese Interior Design Shop

 
SUMMER INTERVIEWS
In Summer 2014 we squatted a house in the city centre of Vienna and conducted a series of interviews.

In Summer 2014 we squatted a house in the city centre of Vienna and conducted a series of interviews.