erlich textil has a vibrant brand which resonates well with their target audience but is lacking clear brand differentiation vs their competition in the fair fashion space. As a knock-on effect, the brand was lacking brand awareness and was not yet in a good position to attract and engage new customers & fans of the brand at scale. To counter that, we created a seasonal brand campaign for erlich which stretches across the full year 2023 and 2024 and is divided into multiple chapters, all of them anchored into broad comms themes. The media strategy was focused on upper funnel networks and touchpoints. The brand's product and commercial campaigns live alongside this seasonal brand campaign, which is not tied to a specific product or product category, but erlich's brand values themselves. We topped it off with an IRL screening in our hometown cologne, which was extended by a panel discussion of the protagonists.