PENNY Zipfelmann
A clever response to online hate and widespread market vandalism for the release of a religion-neutral Christmas figure. PENNY knew what was coming when they redesigned the packaging for the Zipfelmann in pride colors.
The trick was PENNY donated 1€ to anti-hate organizations for every negative or hate comment. After a few days, PENNY released the design and announced a donation to from community – thanking the haters for helping to give 10,000€ on their behalf.
A story of a Facebook post that triggered a social media uproar, vandalism in stores and a lot of hate for a small little chocolate figure.
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Credits:
Creative Direction & Concept / Jacob Fletcher · Agency & Team / Service Plan / Parasol Island GmbH
Digital Communication Awards 2018 / Viral Communication