Client: DekaMarkt x ARTIS via Jump! Retail
Scope: Campaign concept, key visuals, collectible sticker world

The brief arrived with most of the decisions already made.

Client: DekaMarkt in partnership with ARTIS zoo.
Mechanic: collect animal stickers, save for a discounted zoo visit.
Lead animal: the Asian small-clawed otter.
Mandatory messaging. Predefined mechanics.
Almost no room to move.

This happens. The question is what you do with it.

We had one thing we could actually influence: what the world around the animals looked like. So instead of putting an otter on a promotional poster, we built its habitat. Water depth. Riverbank textures. The specific flora of the environment it actually lives in. Something a child would want to look at for more than two seconds.

Then we did it again for every other animal in the campaign. Each one its own ecosystem. Each sticker a window into somewhere real.

The result was a campaign that functioned as a collectible world rather than a discount mechanic. Families collected because they wanted to see what came next, not just to get money off a zoo ticket.

That is the only kind of retail promotion worth making.