Our challenge was to develop an idea, that informs especially the female target group about the general use of animal gelatine in conventional fruit jellies but that also advertises the gelatine-free Katjes product "Green eared bunny". So we had to make hard disturbing facts enjoyable and entertaining.

Telling the facts in a heart-warming, non-fictitious fairy tale. The visual design is based on the look of typical fairy-tale books, while the text combines an ironic bureaucratic correctness with the charming style of fairy-tale characteristic writing.

Most frequent airing of the campaign takes place now in March/April 2014, thus no figures as to sales increase or image values could be evaluated yet.