ALDI: Statement against Racism.
04/22/2021: A black BLM activist goes shopping at an ALDI store in Berlin. When a person racially provokes him several times and he defends himself, he is violently kicked out. He films the incident and the video goes viral within hours. ALDI reacts quickly, apologizes publicly on the same day and thus averts the shitstorm. There is praise from all sides – but how do you really show a clear edge against racism in society?
By using the brand’s biggest social campaign as a platform to actively address the issue once again. In A TASTE OF, a five-part documentary series about a wide range of characters, German rapper Eunique, who is a friend of the victim, speaks openly about the incident. She then makes a blazing appeal against racism, reminding viewers how many racist incidents black people in Germany experience that don’t go viral.
Thus, at the end of the episode, there is a clear statement: You can’t buy what really matters – like attitude.
Team: Till Monshausen, John Drewes, Ben Allwardt, Luca Thaesler, Patricia Tautz, Daan van Citters 🎬, Pat Aldinger 🎥, Lydia Lohse 💖 and 27km.