How do you make Bio feel less like a category — and more like part of everyday culture?
Denns BioMarkt had already built strong awareness around conscious shopping and organic products. The opportunity was to make that world feel broader: more emotional, more contemporary and more useful in everyday life. Across two very different campaigns, we approached that from opposite ends.
One was about feeling. The other about function.
We kept it deliberately natural.
For Christmas 2025, Denns Bio wanted to be part of the bigger conversations while communicating a simple brand truth: things don’t need to be perfect to be good.
So we made the imperfect thing the hero.
Der Baum is the story of a crooked Christmas tree that nobody wants. People walk past it, move it aside and choose the straight ones instead. Until a little girl looks at it differently — and eventually finds the one home where its crooked shape fits perfectly.
The story gave us a way to talk about naturalness without having to talk about organic products at all. It was simply about seeing value in something that doesn’t fit the usual idea of perfect. That reading also became the focus of the press coverage around the film.
There is no dialogue in the film, so the music had to do quite a lot of the storytelling. Together with Hooked Music and composer Chris Buseck, “I See You” was written specifically for the film. The song follows the story without narrating it, with a deliberately simple production and a child’s voice giving it much of its character. And our work payed off:
ADC Bronze — Original Music Score
5.7M views, 1M+ within the first week
#5 in Germany’s 2025 YouTube Christmas Ads
HORIZONT Kreation des Monats
But, recognition aside, what I like most about the film is probably also what made it work: it never tried too hard to be emotional.
It just gave the audience enough room to feel.
We kept it genuinely honest.
For the launch of the new Denns Bio App, our client came to us with a very different problem: How do you launch a new loyalty app without pretending it’s going to change the world?
The app brought together cashback, coupons, digital receipts, shopping lists and personalised benefits. More importantly, it moved Denns and participating BioMarkt stores from different analogue customer-card systems towards one digital loyalty platform.
Useful, definitely. But not exactly life-changing. So we leaned into that truth and took a pretty honest stand:
We know the app won’t change the world.
But it can do other things.
We built the campaign around a simple contrast: big, idealistic expectations first, followed by a much more grounded truth.
The app won’t fix every problem. But it can make Bio shopping easier, more rewarding and more relevant to everyday life. That same mechanic ran through the films, copy and wider launch communication.
To make the launch relevant across Denns’ different audiences, we built the campaign around three personas, each represented by the cast of the launch films. That gave us a simple way to adapt the same idea to different needs, routines and stages of life without changing the core campaign thought.
At the same time, we used the launch to rework Denns’ communication and visual language from the ground up. The new design framework was introduced with the app campaign, then adapted further and became the new official brand design across Denns communication.
The campaign rolled out in Germany and Austria across Meta, YouTube, TikTok, Google, POS, OOH, DOOH, radio, website, app-store assets and direct communication.
The launch got picked up broadly by the trade press, including HORIZONT, W&V, Campaign Germany and New Business, with coverage focusing on the campaign’s grounded tone, the “Stell dir vor…” platform and the strategic shift behind the app launch.
And the app itself gained traction as well.
By September 2026, the Android version had passed 100,000+ downloads on Google Play.
In the end, the new Denns Bio App launch campaign did exactly as intended: it did not change the world — but it certainly changed how Denns shows up in it.
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häppy × Denns BioMarkt
2025 -
Senior Art Director
Concept Development
Campaign Development
Art Direction
Design Framework Development
Film Development
Social & Digital Adaptation
Production Supervision
Copywriting