It all began in 1982 with five farmers and the vision of 100 percent organic agriculture - 40 years later, Naturland is the largest international organic association with around 140,000 members in 60 countries. A reason to celebrate.
The capital office of the agency group thjnk has developed a campaign for the 40th anniversary of NATURLAND, which will be seen primarily digitally (Meta, TikTok), but also in cinemas and at events.
Annette Bruhns, head of communications at NATURLAND: "40 years of Naturland - and we are far from reaching our goal. Our image film is correspondingly fresh, cheeky and ambitious! Organic challenges us all, also as consumers. From our point of view, organic is the only way forward for people, animals and the earth."
Hendrik Heine, Managing Director Consulting at thjnk Berlin: "The time for polite restraint is over. If something like Naturland is so good, so good for all of us - then we should also tell everyone about it. As loud, zeitgeisty and at the same time accessible as possible. Our approach: thoughts that trigger something - packaged in emotional moving images tailored according to digital channel and target group."
The central element of the campaign is a 90-second film that plays with the concept of "system" in a tongue-in-cheek way: the system of eco-social farming with which Naturland offers an alternative to the outdated system of exploiting people and nature.
Another highlight of the 40th anniversary program is the Naturland Congress "Organic is the Answer" on September 13 in Berlin. Panel guests include Federal Minister of Agriculture Cem Özdemir (Bündnis 90/Die Grünen), species conservation expert Prof. Katrin Böhning-Gaese, DFB honorary captain and health entrepreneur Philipp Lahm, and Sarah Wiener, MEP and Naturland member. The CEO of Rewe, Lionel Souque, will discuss on the expert panel with the managing directors of Dennree and the organic bakery Hofpfisterei.