Got Bag

Got Bag

Got Bag

Got Bag is a German start up with a strong purpose: producing bags from coastal plastic waste. However, the brand operates in a highly competitive market, saturated with purpose driven brands making increasingly interchangeable sustainability claims. With a history of only generic influencer marketing, Got Bag lacked a distinctive brand voice to cut through the noise and connect with its target audience.

The task for Scholz & Friends Berlin was to create and launch the very first integrated brand campaign for Got Bag. This had to be achieved in a crowded category, with a very limited budget, and it needed to establish a unique brand platform that would resonate with a cool, urban audience and drive sales.

With no budget for a conventional campaign, the strategy was to reject the category's conventions entirely. While competitor brands relied on overly aestheticized and serious communication about sustainability, the approach was to embrace the absurd, the unpolished, and the improvised. By creating a humorous and striking piece of content that was radically different from anything else in the market, the brand could forge a distinctive voice and generate conversation organically.

The team travelled to Albania, found a local shepherd, and improvised. They placed Got Bag's products around the necks of his goats and filmed the charmingly absurd result, creating a "deliberately unpolished" mockumentary. The film stood in sharp contrast to the typical, glossy sustainability campaigns of competitor brands. To launch the film and create a cultural moment, the brand threw a party for a young, urban crowd in Berlin, ensuring the campaign debuted in a relevant and authentic context.

The unconventional approach struck exactly the right chord. The film premiere was a success, and the campaign's absurd humour resonated perfectly with the target audience, establishing a unique brand voice for Got Bag. The business result was immediate and absolute: following the campaign launch, the bags completely sold out. The project proved that a distinctive creative idea and a herd of goats can be more powerful than a big budget.