dm-drogerie markt – Baby & Kind

We turned dm’s Baby & Kind business into a brand platform families could actually feel.
Instead of advertising products, we built a campaign system around a powerful human truth: family life comes with constant questions, and what people need most is not just choice, but confidence. Across POS, app, content, social, podcast and film, we created a distinctive world in which real dm employees became the emotional proof of the brand, sharing lived experience instead of scripted claims. The result was a campaign that combined utility with empathy and made dm feel less like a retailer and more like a trusted presence in everyday family life.

Client: dm-drogerie markt | Agency: WongDoody | Role: Creative Director, Overall Creative Lead