OTTO

70 YEAH

Anniversary and birthday campaigns often lean toward self-referential nostalgia, but OTTO took a different path for its 70th anniversary. Branded as 70 YEAH, the campaign wasn’t about celebrating OTTO itself but rather the diversity of what its customers celebrate. Instead of indulging in its own history, OTTO used this milestone to showcase its forward-thinking approach and reaffirm its position as one of Germany’s digital pioneers.

I was also responsible for developing the new bold look and feel as well as the digital creation grid, ensuring a cohesive and modern aesthetic across all platforms. All in all, we steered the brand in the right direction for its future in the digital world.

The celebration kicked off with a bold presence at the Hurricane Festival, where a two-story OTTO house was erected directly opposite the main stage. Bands like Die Toten Hosen and the Foo Fighters performed while four contest winners, who earned their spots via social media, moved into the house. From its roof terrace, they enjoyed exclusive views of the performances — a luxe alternative to tents and porta-potties.

The house was fully furnished with OTTO’s home and living products, complete with hammocks and mobile phone charging stations for festival-goers. The entrance area and VIP sections buzzed with activity, from parties to relaxing hangouts.

The campaign extended across OTTO’s digital channels, including Instagram, Facebook, YouTube, and, for the first time, TikTok. It generated massive engagement, with content on TikTok alone racking up a remarkable 70 million views. The campaign also featured dOOH, display ads, and other digital activations, ensuring a wide-reaching impact.

Client: OTTO
Agency: HEIMAT Berlin
CCO: Guido Heffels
CD: Arne Stach, Corbinian Jakob Hennies
DOP: Jason Yan Francis
Director of Photography: Albin Sjödin
Set Photographer: Tim Adorf
Production: Bubbles Film / ACHT
Music: Supreme Music
My Role: Art Director & Motion Designer
Year: 2019