Rossmann moved beyond the printed leaflet, while Suzuki made turbo engines credible to a new audience

At Reason & Friends, I led brand and performance marketing across national accounts. These campaigns show how I connected an audience problem to a creative platform, channel plan and commercial outcome.

Rossmann entered television with a centaur built to live beyond one campaign

Retail · Brand strategy, TV commercial and integrated campaign

The campaign sequence

The campaign introduced the Rossmann centaur in three stages: a post-Christmas pre-campaign film, a New Year television commercial and a behind-the-scenes film that showed how the character was made.

The Rossmann TVC

Film 02 · Television commercialWatch the full campaign film here.

Film 01 · Pre-campaignThe introduction

The film that introduced the campaign.

Film 03 · Behind the scenesThe making of the centaur

The production film behind the character.

Rossmann

Rossmann wanted to retire the printed promotional leaflet, increase brand awareness and make its campaign more entertaining. The challenge was to create a platform that could reach customers on television while remaining useful in the rest of the customer journey.

I developed the central concept and hero character, contributed campaign writing and directed point-of-sale design with the agency team. The centaur was planned to continue into employee training, roadshows, loyalty programs and future assets.

Suzuki

European engine regulations made turbo engines the practical direction, yet many consumers were skeptical that they would last or would require expensive service.

I negotiated and selected creator partnerships designed to reach Hungarian adults aged 25 to 35. The campaign reached more than 40% of the target audience across the country and generated 10 million views in a market of about 9 million people.

Sales attribution was not measured because Suzuki did not run a brand-lift study. The evidence is reach, audience fit and engagement, not a claimed sales outcome.

Leadership signal

For both campaigns, I started with the audience barrier, then chose a platform that could carry through every relevant channel, change familiarity and understanding, and shape future customer interaction.

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