At the heart of the campaign was a partnership with Bill Kaulitz, whose status as both a musician and reality-TV personality gave us access to one of Germany's most passionate and enduring fan communities. Rather than using celebrity as a simple endorsement mechanism, we built the campaign around the cultural relevance and fandom surrounding Bill and his brother Tom, tapping into an audience that actively follows their music, television appearances, podcasts and social content.

The campaign extended across social media, creator content, experiential activations, PR and a major RTL+ partnership, creating multiple opportunities for fans to engage with the brand through entertainment they were already invested in.