In German, “Quark” is also the name for “curd cheese”, a popular dairy product sold in every German supermarket. Playing on the double meaning in German, we created a “mouldy Quark” mailing – sending targets a tub of Quark that was well past its expiration date. Under a layer of “mould”, a flyer resembling a recipe book showcased Adobe InDesign’s superior freshness and offered recipients a free trial download. Using a clever design and innovative packaging in an original and humorous way, the campaign cunningly elicited an immediate emotional response from recipients.

Advertising Agency: Rapp Collins, Hamburg, Germany
Executive Creative Director: Olaf Klumski
Creative Director: Ute Lange
Art Director: Anne Kathrin Lüders
Copywriter: Ute Lange