ART DIRECTION ⇄ DESIGN
OTTO
70 YEAH
Anniversary or birthday campaigns are often a rather self–referential affair. At OTTO, we have opted for a different approach. The way you celebrate a birthday, whether as a person or as a brand, is always a statement and expresses an attitude. In the case of 70 YEAH: OTTO is not celebrating itself with the new branding, but the diversity of what its customers are celebrating. Self–referential wallowing in one’s own past does not help a brand and does not make it more relevant. And — for all its pride in its own history — it doesn’t fit in with OTTO’s forward–looking approach either. OTTO is one of the digital spearheads in Germany and this is also reflected in the 70 YEAH anniversary campaign: at 70 years old, the OTTO brand is more modern and progressive than ever. The event kicked off with an unmissable presence at the Hurricane Festival. OTTO had erected a two-storey house directly opposite the stage where bands such as Die Toten Hosen and the Foo Fighters performed. Four girls who had previously won a social media contest moved into it. They were able to listen to the bands from the roof terrace — a comfortable alternative to a tent and porta–potty. The flat was fully furnished with home and living items from OTTO. There were hammocks and mobile phone charging stations for everyone in the entrance area, and there were always parties in the VIP area of the building. In addition to dOOH and dispaly ads, everything was extended via OTTO’s digital channels — on Instagram, Facebook, YouTube and, for the first time, on Tiktok. The content generated 70 million views on this short video platform alone.
