The "Something Is Wrong" campaign by APM, developed by Filmakademie Baden-Württemberg in 2019, addresses the critical issue of brand piracy and counterfeit products in the German market. The campaign uses a documentary and social experiment format to expose the deceptive nature of fake goods, illustrating the negative consequences such as health risks and diminished performance compared to authentic products. Through the metaphor of disguised dogs—films portraying fakes posing as genuine articles—it highlights the disappointment and potential dangers consumers face when purchasing counterfeit items.
The strategic insight underpinning the campaign revolves around consumer trust and expectation. By visually and narratively demonstrating that counterfeit products fail to meet the standards of originals, the campaign taps into audience concerns about safety, quality, and reliability. The use of a social experiment approach adds an element of authenticity and emotional engagement, aiming to spur awareness and caution among viewers. Targeting the wider public interested in product integrity and safety, the campaign leverages film as a medium for compelling storytelling, fostering a clearer understanding of the risks tied to brand piracy. This creative choice seeks to elevate the conversation beyond abstract warnings to a tangible, relatable context, encouraging consumers to scrutinize their purchases more carefully. Overall, the campaign positions APM as an advocate against counterfeiting, emphasizing the real-world impacts of fakes and promoting vigilance in protecting brand authenticity.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign fits FORMAT#3 because it uses disguised dogs as symbolic “fakes” in its narrative, embodying the concept of counterfeit products rather than presenting counterfeiting literally. The creative device pivots on analogy: by substituting dogs for genuine items in familiar or expected scenarios—like the “Rapunzel Fail” allusion—it visually represents the disappointment, potential health hazards, or reduced effectiveness of fakes. The campaign does not stage a direct demonstration, testimonial, or straightforward story arc, but rather leverages symbolic imagery and metaphor to highlight the insidious problem of product piracy, making the abstract risks and emotional consequences tangible and memorable for the audience.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Deutsche Umwelthilfe (DUH) – Positioned as a leading environmental and consumer protection nonprofit in Germany, DUH focuses on sustainability, legal advocacy, and public awareness campaigns about product authenticity, environmental hazards, and health risks, driving systemic change through policy influence and grassroots mobilization.
2. Verbraucherzentrale Bundesverband (VZBV) – Germany’s foremost consumer rights organization, VZBV emphasizes empowering consumers through education, legal support, and watchdog activities. They differentiate by providing robust, independent information on product safety, authenticity, and consumer protection, fostering trust and informed decision-making.
3. Stiftung Warentest – Renowned for impartial product testing and reviews, Stiftung Warentest strengthens consumer confidence by rigorously evaluating product authenticity and efficacy. Their strategic edge lies in transparent, science-backed testing methodologies widely recognized and trusted across Germany.
4. Bundeszentrale für gesundheitliche Aufklärung (BZgA) – This federal health education center adopts evidence-based campaigns aimed at public health improvement, focusing on preventing harm from counterfeit or unsafe products. BZgA leverages governmental authority and credible communication to shape healthier consumer behaviors.
5. Bundesverband der Verbraucherzentralen (vzbv) – Acting as an umbrella organization for Germany’s consumer centers, vzbv strategically combines legal advocacy with educational initiatives targeting misinformation and fake products. They prioritize collective consumer empowerment and policy change, reinforcing market transparency and safety.
Q: What is Something Is Wrong about?
A: Something Is Wrong is a 2019 public interest campaign created by Filmakademie Baden-Württemberg for the German brand APM. The campaign addresses the issue of brand piracy and counterfeit products in the German market. It uses a series of four films, including the titled Rapunzel Fail, to expose the deceptive nature of fake goods. The films employ disguised dogs as metaphors for counterfeit products, illustrating how these fakes disappoint consumer expectations by posing health risks or performing poorly compared to authentic items. The campaign aims to raise awareness and caution among consumers about the dangers of counterfeit products.
Q: What creative device does Something Is Wrong use?
A: Something Is Wrong employs the FORMAT#3 SYMBOLIZE THE PROBLEM creative device as classified by Clapboard’s 12-format taxonomy. Instead of depicting counterfeit products directly, the campaign uses disguised dogs as symbolic stand-ins for fake goods. This analogy visually represents the disappointment, health hazards, and reduced effectiveness associated with counterfeit items. By substituting dogs for genuine products in familiar scenarios like the Rapunzel Fail, the campaign makes the abstract risks of brand piracy tangible and memorable, relying on metaphor and symbolic imagery rather than straightforward storytelling or testimonials.
Q: What is the campaign proposition for Something Is Wrong?
A: The campaign proposition for Something Is Wrong centers on APM’s message that counterfeit products fail to meet the standards of authentic goods, posing safety and quality risks to consumers. Targeting the wider public concerned with product integrity and safety, the campaign uses documentary and social experiment formats to engage viewers emotionally and authentically. By illustrating the real-world consequences of fakes through symbolic storytelling, APM positions itself as an advocate against brand piracy, encouraging consumers to scrutinize their purchases more carefully and support genuine brands to protect their health and trust.
Q: How does Something Is Wrong rank in Clapboard's archive?
A: Something Is Wrong holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the public interest category. The rating indicates the campaign’s effectiveness in combining symbolic storytelling with social messaging to address the issue of counterfeit products in a compelling and accessible way.
Q: Who are the competitors in APM's category?
A: In APM’s public interest category focused on consumer protection and product authenticity, key competitors include Deutsche Umwelthilfe (DUH), which drives systemic change through sustainability and legal advocacy; Verbraucherzentrale Bundesverband (VZBV), known for empowering consumers with education and legal support; Stiftung Warentest, which builds trust through impartial, science-based product testing; Bundeszentrale für gesundheitliche Aufklärung (BZgA), focusing on evidence-based public health campaigns; and Bundesverband der Verbraucherzentralen (vzbv), which combines legal advocacy with educational initiatives to combat misinformation and fake products. These organizations collectively shape the landscape of consumer awareness and brand protection in Germany.
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