Capturing Beauty – Behind the Scenes at DOUGLAS. Discover the DOUGLAS GOURMET MAKE-UP campaign on GoSee – and meet the Creative Department at UPDATE-25-BERLIN

What does beauty mean today – and what makes life a little more beautiful every day? There’s no single answer, but the creative team at DOUGLAS has made it their mission to bring these questions to life through imagery, ideas, and storytelling.

"Whether it’s global gifting occasions like Christmas, the launch of our private labels, or trend-driven topics like gourmet make-up – at DOUGLAS, we develop most of our campaigns in-house," the team explains. From initial concept to final production, content is created in close collaboration with agencies and creatives, complemented by original productions in DOUGLAS’s own content studio led by Swenja Zeh.

Under the direction of Clara Corre and Christina Werzl, an interdisciplinary team of eight brand managers and six art directors works to continually reinterpret beauty – and above all, to make it accessible. "With every campaign, we evolve our visual language, embrace current movements, and focus on diversity – in faces, perspectives, and ideas."

A recent example is the ‘Gourmet Beauty’ campaign, which ran for two weeks across all DOUGLAS touchpoints in March – from physical store displays to digital platforms like newsletters, the online shop, and social media. Created in close collaboration with photographer Zoe Kovac, the campaign presents a playful blend of beauty and food – two industries in constant reinvention, merged here into a multisensory visual experience.

“For us, the creative fit is just as important as the cross-channel usability of a campaign,” the team says. When selecting collaborators, DOUGLAS values openness, diversity, and unconventional thinking – whether in styling, makeup, or visual execution. “What matters most is that a creative is willing to truly understand DOUGLAS, interpret our role in the industry, and collaborate with the team to develop a shared vision. That’s how we create work that goes beyond visual appeal – and resonates longer than just a scroll.”

GoSee :douglas.de + UPDATESalon

 
12.05.2025 show complete article

Golden Toast Becomes the 'Queen of Bread' – Philipp und Keuntje’s HOUSE OF TOAST Campaign, Plus ASTRA on GoSee and Art Buyer Karen Schwarzer in person at UPDATE BERLIN

Welcome to the ‘House of Toast’. For over a year, Golden Toast has been charting new territory in brand communication together with Hamburg-based creative agency Philipp und Keuntje (PUK). Now, with the launch of their new Vegan Brioche, the collaboration enters a bold new chapter on social media—one that quite literally rewrites the history of bread. At the heart of the campaign is actress Ruby O. Fee, who steps into the role of a modern-day Marie Antoinette—regal, cheeky, and styled with a Gen-Z twist.

Blending satirical humor with visual opulence, the campaign unfolds across six short video episodes, each showcasing Ruby O. Fee living her best "Queen of Bread" life. Expect everything from guillotine-style sandwich slicing to decadent egg-drop creations—naturally featuring the soft new Vegan Brioche (produced in-house at PUK Studios).The result? Three delightfully royal House of Toast stories, which we’re excited to share here.

Print visuals were overseen by Art Buyer Karen Schwarzer, who—together with Johanna Merensky—has long supported PUK with deep expertise in art production. Also currently on air: the latest ASTRA beer campaign, shot by Sven Jacobsen for PUK, with Karen once again handling production. You can meet both Karen and Johanna in person at UPDATE BERLIN.


 
08.05.2025 show complete article

"Keek’s Last Job" – Branded Entertainment at Its Best for Medical Cannabis. A short film by creative agency David+Martin for Four 20 Pharma

Advertising cannabis? It’s tightly regulated. That’s why bold, creative ideas are essential to cut through – and truly connect. Four 20 Pharma, a leading producer of medical cannabis, teamed up with the agency David+Martin to show how it’s done: with a 15-minute short film that feels more like cinema than a campaign. “Keek’s Last Job” is sharp, surprising, and produced to the highest standard – branded entertainment of a kind rarely seen in Germany.

The story: Oliver Korittke returns to his cult role as Keek from "Bang Boom Bang" – 26 years later. Now working as a groundskeeper for SC Paderborn 07, Keek gets fired and decides to pull off one last big job. What follows is a wild ride packed with heart, chaos, and comedy.

Starring alongside Korittke are rapper Nura, model and creator Vanessa Tamkan, and well-known German actors Martin Semmelrogge, Peter Kremer, Thomas Arnold, and David Bredin. Directed by Marian Meder, the film was produced not by a traditional ad production company but by the trailblazing studio bildundtonfabrik – best known for Netflix hits like “How to Sell Drugs Online (Fast)”.

The premiere took place on May 4, 2025, at the iconic Lichtburg in Essen – Germany’s largest cinema, with 1,300 seats. The film is now available to stream at letztesding.de.
The release is supported by a wide-ranging campaign: ambient media inside SC Paderborn’s stadium, teaser and trailer formats for social media, out-of-home placements in selected cities, behind-the-scenes content, merch, posters – the full experience.

"Keeks Last Job is our project of the year", says Torsten Greif, founder and CEO of Four 20 Pharma. "Together with David+Martin and strong partners, we created a true passion project – full of heart, high quality, and bold ideas."

David Stephan, co-founder of David+Martin, adds: "Many branded formats feel like extended commercials – we wanted to make a real film. Authentic, crafted with love, and on a level that speaks to fans of Bang Boom Bang just as much as it engages new audiences."

Four 20 Pharma stands for uncompromising quality: unirradiated, hand-trimmed cannabis flowers that meet the gold standard. The company is actively committed to fighting outdated stigmas around cannabis – and that message is woven into the film as well. Nura and Keek celebrate Four 20 as the gold standard.

David+Martin is one of Germany’s most innovative creative agencies – founded in 2015 by David Stephan and Martin Eggert, and now employing around 150 people in Munich, Berlin, and Hamburg. Clients like CUPRA, Burger King, Ritter Sport and flaconi trust their creative strength. The agency is also known for taking a clear stand – with a strong and public commitment against far-right extremism.




 




 
07.05.2025 show complete article