With the handover of Wolfgang Grupp Senior to the next generation, a long advertising era comes to an end - for more than 30 years he was the center of attention together with the TRIGEMA testimonial Charly.
Wolfgang Grupp Junior, Managing Partner of TRIGEMA:
"We have always said: the monkey stays. In our new advertising campaign our TRIGEMA monkey Charly becomes an AI fashion influencer. The monkey is completely created in generative AI. This means: maximum creative freedom, flexibility and speed. Of course Charly will stand for the TRIGEMA values, but for the first time he will develop a life of his own. This campaign would not have been possible without the use of AI. Thanks to AI, we can present Charly from completely new perspectives instead of just showing him as a news anchor."
The AI influencer Charly and the new TV spot were developed in collaboration with the renowned creative agency thjnk and the production company Saltwater. The creative concept is based on the use of state-of-the-art AI technologies. The new advertising measures stand for continuity, but also for the further development of the company under Wolfgang Junior and Bonita Grupp. The corporate philosophy and the values that TRIGEMA stands for as a family business remain the basic guideline.
remain the fundamental guideline for strategy and marketing.
Bonita Grupp, Managing Partner of TRIGEMA:
"It was important for us to keep both the monkey and our values. After more than 30 years of using the same advertising format, we were faced with the challenge of finding something that was both true to our values and future-oriented. Together with the agency thjnk in Berlin, we found a solution that can be continuously adapted to the times. We would like to thank them for their excellent and trusting cooperation."
Stefan Schulte, Chief Creative Officer at thjnk:
"TRIGEMA is a legend, Charly the monkey is a legend. The company is almost radical in its clear stance on issues of production and sustainability: wonderful, what could be more rewarding for us as creatives than to tell all this in a new and fresh way."
Jan Hofer:
"I am very excited to be part of this new TRIGEMA era. With Charly as an AI fashion influencer, the company shows how tradition and innovation can be combined. It is a special pleasure for me to announce this exciting development."
In addition to the current TV commercial and several campaign motifs in various media, a second commercial will be released in 2025.
The campaign will not only run on linear TV, but also on addressable TV. In addition, Charly the AI monkey will be present in various formats on social media.