The idea is simple: Tattoos can destroy the image of the wearers even before they have a chance to show their personality. It's as if the tattoos simply "interject" or interrupt every sentence spoken. This fact is tailor-made for a radio campaign that humorously takes the stigma off this issue!

In these Spots, peoples “bad”/non-ethical tattoos of their past become part of their conversations. Which is funny – but still with a clear focus on encouraging the message:

Why not simply cover up the tattoos that are making your life difficult?

In Germany, as in many regions of the world, tattoos have become part of everyday life. Tattoos in general are no longer a stigma or seen as a mark for an outsider.

This is why the concept of “covering up” tattoos, which is basically overpainting a “bad” tattoo with a “good” tattoo works well. As long as there are no forbidden or insulting visuals shown – all good.

To reach out to the growing community in Hamburg, the ColorCollective [German name: Farbkollektiv Hamburg] also built up competence in “cover-ups”.

The briefed objective was to bring this to tattoo wearer’s attention in a way the community would accept it immediately.

All cultural context given in “Background”.

Customers initial feedback was positive, and with this approach of talking to a wider group of people a growing amount of customers and to-be customers was achieved.

SPOT “NEW BOYFRIEND”

(Young woman:)

"So, Dad, this is Tim."

(Young man:)

"Hello."

(Young woman:)

"Tim, this is my father."

(Young man:)

"Mr. von Hammelsburg, pleasure to meet you. FC ULTRAS FOREVER.

I'm Tim, and, sorry, a bit nervous. YELLOW-BLUE-RED, WITHOUT YOU, I’D RATHER BE DEAD. Tina and I have known each other for almost a year now. DOWN WITH BERLIN UNITED. And we thought it was really about time I come say hello! ALL REFEREES ARE DICKHEADS!"

(Payoff:)

Don't let yesterdays tattoos interrupt todays conversations.

Book a cover-up appointment now on ColorCollective Hamburg.de"