Katjes calls on people to be more mindful of life.
In the corona pandemic, we emphasised the motto of our campaign: ‘Every life is precious.’ Together with the hashtag #takecareofeachother, this calls all of us to be more mindful of others – and particularly of older people. Because it’s not just that older people are harder hit by Covid-19; often, they get forgotten or relegated to the sidelines by advertising and by the public.
Due to current restrictions, we were unable to complete a new photo shoot for this campaign. But looking through Karsten Thormaehlen’s ‘Aging Gracefully’ art series, we found the perfect face for our campaign: ‘Kaetchen’. Thormaehlen produces portraits of centenarians. We’ve put up large-format posters of Kaetchen across Europe.