Parody campaign with top comical actors helps Deichmann get ahead of the competition.

Deichmann needed a versatile, fast-turning and message-flexible, but at the same time highly distinctive, platform through which to announce their promotion and tactical offers nation-wide. I proposed a radio and audio format – Before Use – based on the idea of parodying disclaimers used in advertising (known as "legals"). In 2022, two years after its launch, the format was also adopted to instore and retail spaces audio communication. The slogan: "you walk in - you save" ("wchodzisz i oszczędzasz") uses wordplay to convey value, loyalty and offline/online messages.

National radio & audio promo format for a Top European Retailer

Parody campaign with top comical actors helps Deichmann get ahead of the competition.

Deichmann needed a versatile, fast-turning and message-flexible, but at the same time highly distinctive, platform through which to announce their promotion and tactical offers nation-wide. I proposed a radio and audio format – Before Use – based on the idea of parodying disclaimers used in advertising (known as "legals"). In 2022, two years after its launch, the format was also adopted to instore and retail spaces audio communication. The slogan: "you walk in - you save" ("wchodzisz i oszczędzasz") uses wordplay to convey value, loyalty and offline/online messages.