Scholz & Friends and GOT BAG turn goats into Brand Ambassadors
GOATS GOT BAGS
It may sound absurd, but in the latest campaign from GOT BAG, the Mainz-based manufacturer of bags made from Ocean Impact Plastic, it’s not fashion, sports, or Hollywood stars appearing on camera as brand ambassadors—but a very different kind of GOATs: a herd of Albanian goats.
Maximilian Zimmer, Lead of Brand at GOT BAG, explains how it all came about: “For our first major campaign, we wanted to break with the conventions of the category. GOT BAG stands for a close connection to nature and the oceans—along with a strong sense of community. After years of communicating primarily through our products, we wanted to consciously break new ground and take a fresh, unexpected approach. Scholz & Friends’ idea to look beyond the traditional model roster for once was a perfect fit.”
But it’s not just the goats that are the focus of the cross-media campaign. In a four-minute mockumentary (directed by Peter Haueis), their shepherd Sherif also becomes a secret advertising star. The camera follows him as he goes about his daily work with the bag-carrying goats—and in the process reveals the big secret of why, of all things, GOT BAG ended up around the necks of his four-legged friends.
What is fact and what is fiction is left to the viewers’ interpretation. The agency and client reveal only this much: “Yes, Sherif, the shepherd from Himarë in Albania, really exists. And the goats are indeed his herd, which he milks daily and whose milk he sells. Both humans and animals had a lot of fun during the shoot,” says the team at Scholz & Friends.
Scholz & Friends and GOT BAG are celebrating the campaign launch on Thursday in Berlin with a release party. Goats, however, are not on the guest list.
Credits
Client: GOT BAG
Lead of Brand: Maximilian Zimmer
Creative Communication: Martha Nazarenus
Brand Collaboration & PR Manager: Jonathan Porz
TikTok Creator: Kai Schmidt
Agency: Scholz & Friends
Executive Creative Director: Jörg Waschescio
Client Service Director: Romy Kaltenbach
Account Management: Felix Glaser
Art Direction: Moritz Riedl, Franz Frommann, Raffaele Dalla Casa
Text: İlkan Ateşöz
FFF: Daniel Klessig, Nele Siegl, Agostino De Martino
Strategy: Julian Schmitz
PR: Luise Klingenberg, Shari Gerigk
Event: Nikola Schütze, Lilli Sauer, Adriana Senn
Producer (Print): Benito Schumacher
Production:
Director / Regie: Peter Haueis
Executive Producer: Patrick Volm-Dettenbach
Production Assistant: Masha Zhuravleva
Cinematographer / Kamera: Benedict Meyer zu Stroh
Camera 1st AC: Ferenc Bodor
Line Producer: Soena Lame
Post Production
Colorist: Benedikt Hugendubel / Koloryst Berlin
Sound Designer: Stefan Kraatz & Jonas Mantey / Kraatz Studios GmbH
Music: Moritz Peter