In 2014 TBWA Germany contacted me, pretty much out of nowhere, to shoot the first ever commissioned image campaign for their new client METRO AG based out of Düsseldorf.
“Die Metro” ranks 4th as a wholesale retailer worldwide and is known by almost everybody in Germany. But the company was facing increasing competition from online resellers in recent years.
They decided to improve their public perception by doing their first ever image campaign spanning (initially) 5 countries (Germany, Austria, Spain, China and Russia) including print, online and TV advertising. The concept was supposed to have a documentary style, meaning real customers at real locations, so nothing was staged. Location and “model” scouting was client sided, so it always has been a little mystery what to expect next:)
Following are examples of some of the resulting ads from Shanghai, Madrid, Moscow, Düsseldorf and Vienna. Please be aware that I haven’t done the editing myself… it’s become a little saturated:)