Germany's largest portal for furniture and interior design wanted: "... a new brand identity that brings us closer to customers, that´s disctinctive, brings traffic to the site, is scalable, lets us incorporate all kinds of products at any time, creates a massive reach and is still fun". Alright.
We started off with a claim that is as democratic as the range of (with "oe", please):

Several short ads were distributed over one commercial break. That way we could show more furniture, more target groups and more punchlines. And create more impact.