2012 Results

CAT 24 - Media Innovation - Alternative Media (MI)


Jung von Matt AG (GERMANY)

Animal Protection, "Code: Noah"24-01469-MI

Agency (city): Jung von Matt AG / Hamburg

Creative Director(s): Armin Jochum, Wolf Heumann, Andraes Ottensmeier

Copywriter(s): Christian Kutscheid, Torben Otten, Georg Baur

Art Director(s): Hendrik Frey, Tilman Gossner, Hans-Peter Sporer

Production Company (& City): Slaughterhouse GmbH / Hamburg

Agency Producer(s): Danilo Kloefer

Producer: Guido Wolff

Agency Account Manager: Daniel Kiessling

Director: I am Svensson

Programmer/Webdesign: Barbara Brunner, Katrin Ackermann, Caroline Bergmann, Katharina Koeth, Frederik Mellert

Short explanation

We replaced the QR codes on cosmetic posters with new QR codes. Once scanned you would not only see a videoclip of an animal experiment, but also have access to printable QR codes. That way consumers turned into allies and were able to replace QR codes on cosmetic posters by themselves. So our message kept spreading further.
Just a week after being on air, what we predicted, happened. The industry forced us to stop the campaign. This caused a giant media echo. And suddenly animal testing for cosmetics became a public topic again – even without our QR codes.


Noah is a German animal protection society. For years Noah has been fighting against animal experiments. But up to this day cosmetic products are still tested on animals. On behalf of a giant industry and covered by lobbyists in Brussels. But how could the consumers ever find out?