LEMONAID – Amtlich was kippen
The Hamburg tax office wanted to bring trouble upon our client Lemonaid & ChariTea with a big payment of tax arrears.
The reason? They donated "too much" to charitable causes. The source of the problem:
a 0.4% donation rule, which restricted the scope of action of all social enterprises.
We called on people to join us in “overturning” this law. Literally:
By putting stickers on Lemonaid & ChariTea bottles with the slogan "Amtlich was kippen!" (meaning both “ministerially overturning a law” and “ministerially chugging a drink”). Encouraging people to overturn the unfair law by downing our fair drinks and signing a petition that was linked on all bottles and OOH motifs.
OUR ROLE
Concept development, Copywriting, Art direction, Production supervision, Postproduction
As an initial stunt, we published a fake video of Federal Chancellor Olaf Scholz in which he supposedly calls for our drinks and the law to be overturned. (As the AI hype only took off afterwards, real video footage was synchronized with a real human dubbing actor. 🤖 ❌)
And how did it all end? After years of litigation, Lemonaid won the case and thus avoided a retroactive payment of over 4 million euros!
This is a landmark ruling for all social enterprises in Germany, which now will hopefully no longer face disadvantages for doing good.
CREATIVE CREDITS
AGENCY
Jung von Matt
IDEA
Martin Stöpel, Winfried Scheller
ART DIRECTION
Martin Stöpel, Johannes Mazkour
COPY
Winfried Scheller, Jana Ruhser, Yannik Damerau
CD
Kai Reuter
CCO
Dörte Spengler-Ahrens