NOAH RIGHTS FOR ANIMALS Digital Code: Noah by Jung Von Matt/Alster Hamburg

Code: Noah

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Industry Environmental & Animal Issues
Media Digital, Interactive & Mobile
Market Germany
Agency Jung Von Matt/Alster Hamburg
Director I Am Svensson
Producer Guido Wolff
Account Supervisor Daniel Kiessling
Production Slaughterhouse
Released April 2012


Epica Awards 2012
Interactive Public Interest Interactive Silver
Media Innovation Media Innovation - Alternative Media Bronze
Branded Content Mobile Communications Bronze

Credits & Description

Agency (city): Jung von Matt / Hamburg
Creative Director(s): Armin Jochum, Wolf Heumann, Andreas Ottensmeier
Copywriter(s): Christian Kutscheid, Torben Otten, Georg Baur
Art Director(s): Hendrik Frey, Hans-Peter Sporer, Tilman Gossner
Production Company (& City): Slaughterhouse GmbH / Hamburg
Film Director(s): I am Svensson
Agency Producer(s): Danilo Kloefer
Programmer(s): Barbara Brunner, Katrin Ackermann, Caroline Bergmann, Katharina Koeth, Frederik Mellert
Producer: Guido Wolff
Account Supervisor: Daniel Kiessling
Director: I am Svensson

Short explanation
We replaced the QR codes on cosmetic posters with new QR codes. Once scanned you would not only see a videoclip of an animal experiment, but also have access to printable QR codes. That way consumers turned into allies and were able to replace QR codes on cosmetic posters by themselves. So our message kept spreading further.
Just a week after being on air, what we predicted, happened. The industry forced us to stop the campaign. This caused a giant media echo. And suddenly animal testing for cosmetics became a public topic again – even without our QR codes.

Noah is a German animal protection society. For years Noah has been fighting against animal experiments. But up to this day cosmetic products are still tested on animals. On behalf of a giant industry and covered by lobbyists in Brussels. But how could the consumers ever find out?