Mission: create a controversial campaign that appeals to a younger target audience and literally lets people talk (and think).
The setup was exciting: a blend of duality, existentialism, and environmentalism entwined with family crises, all led by two bold female protagonists, and envisioned by the Weydemann brothers.
Our initial approach was dangerous. We proposed creating a real-life hacker group in the style of Anonymous to stir up buzz about a significant impending hack in Germany.
Convinced that genuine drama amplifies advertising, we branded this group, taken straight from the series, as The Last Resistance.
We developed a unique brand identity for them and planned to kick off the campaign with an attention-grabbing stunt.
Given that our legal team advised against the notion of “taking over Germany,” we, along with the Paramount+ team, opted for a more family-friendly approach. We sought a concept that was thought-provoking yet distant from ideas of overtaking the Bundestag—something as clever and engaging as the series’ central theme itself.
We devised a sharp and effective communication system, brilliantly crafted by our copywriters, which played on the theme of dualism: good versus bad, sister versus enemy, environmental activism versus terrorism. We crafted statements with double meanings, each cleverly linked by a common overlapping word.
The OOH campaign made a significant impact, displayed across the five major cities of Germany and achieving a massive presence in 250 universities and schools nationwide.
We engaged a select group of influencers to host live watch parties on Instagram and Twitch, further amplifying the buzz and intrigue surrounding the series launch.
Following the campaign’s launch, we saw a double-digit growth in new subscribers. Impressively, no legal lines were crossed during this bold campaign. Throughout this project, we handled strategy, concept, creative direction, and production. Notably, our title design for the campaign also became the official series title design.
“We were looking for a punk agency and expected them to create something extraordinary, aggressive and bold,” says Vivien Hanumanthiah, Director Marketing, Northern Central & Eastern Europe. “Impolite understood the unique characteristics of the audience we wanted to target and delivered stunning imagery out of the box.” Then unofficially she said that we are also cool people to hang with and plot hacktivistic attacks with.
- Paramount+ GSA Marketing: Christian Hauke, Vivien Hanumanthiah, Michelle Spring, Anna Weise
- Paramount Creative GSA: Eric Wilhelm Da Cruz, Imke Rühle-Gaip
- Paramount Creative EMEAA: Bettina Vogel, Emanuela Denti, Rene Olivio
- Agency and Production Company: Impolite Culture GmbH
- Executive Creative Director & Executive Producer: Lorenzo Musiu
- Creative & Copy: Eike Schulz, Arndt Poguntke
- Art Directors: Leandro Bordoni, Octavio Ojeda, Mareike Geisker
- Design: Giulia Vigna, Irina Gritsay, Stasia Lutova
- Strategy: Maria Francesca Staehle
- Producer: Jennifer Bachert
- Fotograf: Peter Kaaden
- Motion Design: Shoko Hara