Before encouraging others, you have to show them how it’s done!

To generate buzz and prove that true fruits is the No.1 brand when it comes to bravery, their founder and CEO Marco Knauf had to prove his and the companies guts in the most honest way imaginable.

An exact copy of true fruits CEO’s private parts was cast in steel as an award for brave companies to provoke a debate about bravery in business and make a simple but powerful statement for courage and honesty.

The design did all the talking.

All there was left to do was give it to those companies who dare to be brave.

On March 14th, the first teaser got more than 30,000 views in one day.

The plan of uploading more teasers was changed, when the project got leaked and appeared in press.

We had to go public on March 15th and gaining more than 240.000 views for our announcement video on Facebook. Immediately the controversial symbol sparked a conversation about bravery and the courageous award itself.

TV, press and social media shared, talked and discussed our campaign with most people honouring and defending it.

true fruits kept the conversation going by replying to posts and giving interviews explaining the award and the serious meaning of the campaign.

Even though a purely German campaign it crossed the borders and was talked about abroad.

The first award winner Sodastream got us additional coverage and loved the award so much, that they plan to let their celebrity ambassador talk about it.

The design provoked a discussion about bravery in business with true fruits being right in the center of it.

Not only the award but also its purpose of encouraging and rewarding courage got featured in TV, Germany’s biggest on and offline press, start-up blogs, magazines and even abroad.

true fruits balls of steel became something to strive for.

Companies, NGOs and Start-ups replied asking to be rewarded.

true fruits was always part of the conversation, defending and explaining the award with sometimes literally wishing haters good bye and asking them to buy their competitors’ products. Proving once again that they value their believes, which got them even more applause and likes.

Leaving true fruits celebrating not only their anniversary, but also their anniversary campaign.