Social Media Campaign

ASTRA – St. Pauli Advent Calendar

The neighbourhood of St. Pauli in Hamburg, Germany, is home to the city’s famous red-light district and amusement quarter. When the area was closed down in late 2020 due to the Covid-19 pandemic, the local brewery Astra launched the St. Pauli Advent Calendar to support struggling pub owners. On each of the 24 days leading up to Christmas, one virtual pub door was opened on Instagram, offering fans the opportunity to win typical St. Pauli items while encouraging them to donate.

Red Dot

Credits

Client:

Carlsberg Deutschland GmbH, Hamburg, Germany
Design:

la red GmbH, Hamburg, Germany
Project Team:

Benjamin Meier (Art Direction) Emmelie Unger (Art Direction) Daniel Klose (Creative Direction) Ilka Klingenberg (Account Management) Lena Hopfmann (Project Management) Fabian Schieren (Project Management)

Rune Eckert (Text) Ines Griessner (Text) Arne Hansen (Text) Juliet Hay (Text) Nina Janke (Text) Jan Scheibner (Text)