CLIENT Edeka Karriere
CAMPAIGN Mach was aus Dir / Mach Geschäfte mit Kartoffeln (Make business with potatoes)
AGENCY DOJO
DISCIPLINE Concept, Copy, Art-Direction

Everybody wants to be a Rock Star – or in todays terms a content creator or an influencer. But apparently nobody wants to work in a supermarket anymore. Not nobody, but our client Edeka had to face a decrease in numbers of applications for their apprenticeships, especially for some of the on-floor-jobs. The sad fact: their main target audience, the 15 to 20 years old ones have other heroes than those filling up the supermarket shelves. So the question and the challenge was not only how to get their interest, but also how to get them into the supermarket business?

We didn't just made an ordinary recruiting video. We wanted to show that it's actually quite cool to be part of the "gang" and also be involved in a big family business and make your own money. To do so authentically, we had the original cast from the in the target audience very popular TV series "4 Blocks", including Kida Ramadan. So the whole video is a hommage to that series, just that the business now is  not in the cartel – but in the supermarket.

CLIENT Edeka Karriere
CAMPAIGN Mach was aus Dir / Mach Geschäfte mit Kartoffeln (Make business with potatoes)
AGENCY DOJO
DISCIPLINE Concept, Copy, Art-Direction

Everybody wants to be a Rock Star – or in todays terms a content creator or an influencer. But apparently nobody wants to work in a supermarket anymore. Not nobody, but our client Edeka had to face a decrease in numbers of applications for their apprenticeships, especially for some of the on-floor-jobs. The sad fact: their main target audience, the 15 to 20 years old ones have other heroes than those filling up the supermarket shelves. So the question and the challenge was not only how to get their interest, but also how to get them into the supermarket business?

We didn't just made an ordinary recruiting video. We wanted to show that it's actually quite cool to be part of the "gang" and also be involved in a big family business and make your own money. To do so authentically, we had the original cast from the in the target audience very popular TV series "4 Blocks", including Kida Ramadan. So the whole video is a hommage to that series, just that the business now is  not in the cartel – but in the supermarket.