The execution of the campaign was based on two main elements – handcrafted illustrations and hand-drawn typography – and was 100% handmade. Each layout was individually designed and did not follow any strict rules expect from a defined range of eight colors as well as black text and outlines. Moreover, the design was kept really rough and organic.

These style elements ran though the entire campaign, starting from social media posts, posters, print ads, festival signage, website, an animated film as well as advertising material like t-shirts, tote bags and pins. Furthermore, the motto was even turned into reality with handmade cookies in shape of illustrated campaigns of the last years. Therefore, a small cookie manufactory in Munich baked the cookies and decorated them in several working steps. In the end the cookies were packed in a box and finalized with sticker and branded with the ADC logo.