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Design
Branded Content

Finalist

Entrant: Jung von Matt, Hamburg
Netto Markendiscount - "SupermarCats"

Corporate Name of Client: Netto Markendiscount AG und Ko.KG

Head of Client Services: Frank Apel

Client Account Director: Natalie Martens

Client Account Manager: Julia Matcak

Agency: Jung von Matt, Hamburg

Executive Creative Director: Dörte Spengler-Ahrens

Creative Director: Andreas Hilbig

Copywriter: Agathe Rzymkowski

Art Director: Valentin Tillian

Agency Producer: Dennis Wendt

Animation Company: LUG Animation und Bildgestaltung GmbH, Berlin

Production Companies: Iconoclast Germany, Berlin/The Magic, Vilinus

Director: Brian Lee Hughes

Iconoclast Producer: Tim Augustin

Producer: Swantje Rummel

Director of Photography: Jallo Faber

Editor: Robert Rzesacz


Description of the Project:
Briefing:
Netto, a German discount supermarket chain, wanted a viral video that would not only communicate their great prices, but also conquer the world – and new target groups in the German market. 

Idea:
The answer to that brief was simple: meow! We brought the most popular cats of the world – pop icons like "Nonono-Cat“ or "OMG Cat“ – together for the first time ever. And let them shop at Netto! 

To do that we actually built a cat-sized Netto store (complete with hundreds of miniature products, shelves, shopping carts, supermarket lighting etc.) and trained actual cats to perform the tricks – all set to the soundtrack of cats meowing a catchy pop tune (a cover of  Space’s "Magic Fly“).

Results:
A Facebook reach of 29 million, over 8 million views on YouTube (as of July) and international press coverage well worth over 2 mio Euros – the Netto cats did what cats do: they took the internet by storm! And made Netto a hot topic not only in Germany, but across the globe.