Hugh triumph for The Tampon Book at Clio Awards 2019

Campaign
Hugh triumph for The Tampon Book at Clio Awards 2019
 

The Tampon Book by Scholz & Friends and The Female Company is among the top two campaigns in the world winning the most accolades at Clio Awards 2019

The jury at this year’s Clio Awards gave the Tampon Book by Scholz & Friends and The Female Company five gold awards, three silver awards and shortlisted it. No other campaigns in the world came away with more gold and silver awards at Clio 2019. Burger King’s “The Whopper Detour” enjoyed a similar level of success, winning gold five times, silver twice and three bronze awards.

The Tampon Book’s huge success combined with further awards for the work “UmOrdnung” (ReArranged) for Berliner Philharmoniker made sure the Orchestra of Ideas also finished, just as it did at Cannes Lions 2019, as the best German agency by quite some distance in the creative ranking.

Ranking of best German agencies at Clio 2019:

Our winning work at Clio 2019: 

5x Gold for the Tampon Book in

– Direct > Print/Mail

– Public Relations > Cause Related

– Public Relations > Public Affairs

– Public Relations > Creative Effectiveness

– Branded Content > Print

3x Silver for the Tampon Book in

– Design > Publishing & Printed Materials

– Innovations > Medium Innovation // Design > Packaging

1x Shortlist for the Tampon Book in

Public Relations > Brand Development

1x Gold for UmOrdnung in

– Print & OHH Technique > Art Direction

1x Silver for UmOrdnung in

– Print & OOH Technique > Photography

1x Bronze for UmOrdnung in

– OOH > Posters

The Tampon Book for The Female Company

The task: Caviar, truffles and even oil paintings – in Germany, many luxury goods are granted a reduced VAT rate of seven per cent, while tampons and other women’s hygiene products attract the top VAT rate of 19 per cent. The Female Company, an online shop selling women’s biological hygiene products, wanted to take the lead in the feminist movement opposing the tampon tax.

The idea: We packed tampons in a book, thereby enabling them to be sold at the lower tax rate of seven per cent. In other words, we managed to outwit the law by using the law. But the Tampon Book is much more than an example of intelligent packaging that pecks at the German tax system. The Tampon Book comprises 45 pages with bold illustrations and empowering stories about menstruation, taboos and feminism, and it supports a petition demanding the German Bundestag discuss eliminating the tax on tampons.

The solution: The first edition of the Tampon Book sold out in a day; it took no more than a week for all the copies of the second one to be gone. We sent the book to 100 politicians and 100 opinion leaders, who spread our story entirely free of charge via social media. Our trailer was watched more than 10.5 million times on YouTube, Facebook and above all Instagram – all without a media budget whatsoever. Mainstream media outlets like Germany’s two largest TV stations RTL and ProSieben/Sat.1 even took up the story and cross-regional newspapers like Berliner Zeitung as well as nearly all German-speaking feminist-oriented blogs reported on the Tampon Book. Within two weeks of it coming out, the pressure exerted by the media forced politicians of several opposition parties to react and invite the founders of The Female Company to join forces. Our petition gained the 150,000 signatures required to demand the German Bundestag debate abolishing the tampon tax.

“UmOrdnung” (ReArrange) for Berliner Philharmoniker

The task: In the summer of 2018, the Berliner Philharmoniker orchestra was faced with a challenge that was both artistic and commercial in nature. Between the departure of their principal conductor Sir Simon Rattle and the commencement of work with his successor Kirill Petrenko they had to cover an entire concert season without a principal conductor. How was this unusual season to be communicated to their discerning audience?

The idea: Take the vacancy behind the conductor’s stand as a creative opportunity. It then is not a source of anarchy or lack of direction; rather, it comes to represent new artistic freedom. We gave the change at the Philharmoniker a playful translation in the form of an artistic intervention under their own roof. Everything at the Berliner Philharmonie is rearranged.

The solution: Impressive sculptures, installations and spatial compositions are created from the house inventory. They are used on-site as temporary eye-catchers and form the visual umbrella for the entire season’s communication – from the preview to the concert posters and ads. They were thus able to give that unusual season an unmistakable face.

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