AEG – The next Black

Pan european brand campaign for AEG. Core medium of the campaign was a 40 minute documentary featuring adidas, Patagonia, Studio XO, Biocouture, Yeh Group and iFixit. 

The campaign  was supported by a custom-built Facebook application with presentations of the people in the film, the subjects covered, extra material, interviews, an event for the launch and much more.

In addition to the official release on YouTube, the film was also made available on iTunes, Xbox Video, PlayStation, Google Play, Amazon Instant Video (US) and Vudu (US).

The film received over 100,000 views in less than 48 hours and 400,000 views in less than a month, with a +98% view rate compared to similar documentaries online. Over 300 articles about the project were featured in top tier sites within business, fashion, tech and sustainability. Resulting in an estimated reach of 60 million people.

The film was produced by House of Radon.

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Role: Creative Director
Agency: DDB