New lead agency for CHRIST
In this year's pitch for the creative budget of CHRIST, the Hirschen from Cologne prevailed. The current Christmas campaign is their first joint work and just an initial glimpse into the new communication direction of the German jewelry and watch chain, which will celebrate its 160th anniversary next year.
This summer, the Hirschen prevailed in the pitch, conducted with the support of cherrypicker – Your Agency Management Consultants – against two other agencies. The task: emotionalizing the brand. The creative agency convinced with its holistic view of brand, target audience, and zeitgeist, as well as the courage to take a stand. Moving away from the retouched beauty world towards real people, real emotions, and above all: a lot of feeling.
CHRIST has decided to take this new path and break free from the clichéd communication patterns of jewelers. The repositioning of the brand aims to highlight the ideal significance of jewelry: Instead of exclusive status symbols, the products become expressions of a very individual way of life. Free from conventions and stereotypes. Always unique and individual. The focus of the new Christmas campaign is particularly on the individual who sees jewelry not just as an accessory but as the embodiment of special experiences and memories.
“The Christmas campaign is just the first step, and one can already look forward to the upcoming attitude campaign in late January. We are currently in an exciting process of communication realignment, and it’s enjoyable to go through this together with the Hirschen,” says Antonia Dückers, Head of Marketing at CHRIST.
Marc Hergarden, Managing Director of the Cologne office, adds: “We went into the pitch with a bold approach, and it is the greatest compliment and a fantastic confirmation that we are now collectively taking this path. The collaboration is very partnership-oriented and collaborative – always with the goal of achieving the best and taking everyone along on this journey.”
The changed communicative appearance of CHRIST is just the beginning of the new path the brand is currently taking because “the company is also undergoing a transformation,” says Stephan Hungeling, CEO of the CHRIST GROUP. “It’s great to work with an agency that understands this path and accompanies us in our transformation. We bring the courage and brand strength to break conventions, and we are delighted to count on the Hirschen as experienced partners in this.
Other News
Sep 18.2023
ZgH Attract: Hirschen establishes a label for employer branding
Attractive employer brands attract talents. Ensuring this is the mission of ZgH Attract - a new label under which the agency Zum goldenen Hirschen consolidates its expertise in the field of employer branding."
Sep 15.2023
3 submissions, 3 awards. We are BEST AGENCY!
Last night at the Best Agency Awards ceremony, Henrik Bunzendahl, Jost Köllner and Jens Kurznack each received an award. But considering the campaigns, it's no wonder.
Aug 10.2023
Production Label „ZgH Studio" launched
ZgH Studio ensures maximum impact of video content with integrated production teams. The new Hirschen label, built on the experience of working for the client OBI, has proven itself, established, and evolved continuously over the years. As part of the Zum goldenen Hirschen family, this knowledge is now also available to other clients.
Aug 08.2023
We are nominated! German Sustainability Award 2023.
As one of the 10 agencies, Zum goldenen Hirschen has been selected for the next round in the most prestigious sustainability award – in the advertising and PR category.
Jul 19.2023
„Proud op Kölle” – OBI shows its colours
With the specially developed Pride claim and the uniquely implemented design 'Proud op Kölle,' the hardware store distinctly positions itself against any form of discrimination and makes it clear: DIY knows no boundaries but sees itself as an expression of diversity and individuality. Together with the creative agency Zum goldenen Hirschen, OBI is sending a clear signal for diversity and showing its colors!"
Jul 03.2023
"Who, if not here?" - Campaign for the BMWK
The Hirschen Group location in Berlin, along with its subsidiaries Zum goldenen Hirschen and ressourcenmangel, has once again been awarded the contract by the Federal Ministry for Economic Affairs and Climate Action (BMWK). Over the next four years, they will be responsible for communication services to support public relations.
Jun 16.2023
German Brand Award: OBI wins three times
Since 2018, Zum goldenen Hirschen Cologne 43 has been the full-service lead agency, and OBI has been on a common path. Repeated accolades, awards, and victories underscore the effective collaboration. Most recently, in 2021, the jointly developed campaign 'Mach mal mit OBI' was honored.
May 21.2023
Labellaunch "Epic Sale" against the squandering of brand values
With ZgH Epic Sale, the Hirschen close the gap between hard-selling measures and pure image communication. Accordingly, the motto is 'Stories that sell, selling that tells stories.' Entirely in line with the brand, ZgH Epic Sale is also introduced with an activation measure.