Merit:A Charming Brand Launch
For Merit, we supported the brand’s entry into the German market with a high-impact OOH activation in the heart of Berlin. The goal was to make the brand tangible for a local audience through a charming concept that combined retro aesthetics with modern beauty branding.
Under the theme “Merit Bakery”, a vintage Citroën Type H was set up at Schendelpark on Alte Schönhauser Straße, surrounded by stores of well-known brands. Visitors were welcomed with beauty products, jam and fresh bread, creating a playful and memorable twist that encouraged people to stop, explore and engage with the brand.
To extend the campaign across the city, we added billboards in Charlottenburg, Prenzlauer Berg and Berlin-Mitte, as well as street stencils. This turned the launch into a visible and engaging touchpoint throughout Berlin’s streetscape.
/01
Pop-up
The vintage Citroën Type H served as a mobile “Merit Bakery”, a nostalgic retail van that presented beauty products in a charming and unexpected way.
/02
Wild Posting
Flyposting across Charlottenburg, Prenzlauer Berg and Berlin-Mitte increased the brand’s presence in the urban environment.
/03
Street Stencils
Carefully placed street stencils around the pop-up guided attention to the location and reinforced the visual presence of the campaign in the streetscape.
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