Red Dot Design Award
Commercial, Online Clip

Ich bin ein Ultra

Ich bin ein Ultra | Red Dot Design Award

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“Always Ultra” stands for feminine hygiene. Once a brand is attributed with a gender, it is difficult to reposition it for the general market. This commercial aims at projecting a redefinition of the brand identity. In images of sport scenes and fan blocks, the film features the world of “Ultras”, radical football fans conveying notions of masculinity such as strength and vigour. Until the surprising ending with the wordplay “Einmal Ultra, Always Ultra” (Once Ultra, Always Ultra) it remains unclear that this commercial is not about football fans but about promoting a sanitary napkin for incontinent men.

Red Dot Design Award

[Red Dot: Junior Award]
Credits
  • Client:
    Förderpreis der Deutschen Werbefilmakademie, Hamburg, Germany
  • Design:
    Miguel Schmid Magali Herzog, Berlin, Germany
  • Film Production:
    Nils Schwemer Tim Augustin Iconoclast Germany GmbH Berlin, Germany
  • Camera:
    Christian Huck Berlin, Germany
  • Lighting Design:
    Christofer Durth Berlin, Germany
Ich bin ein Ultra | Red Dot Design Award
Ich bin ein Ultra | Red Dot Design Award
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