The goal was to update the image of Original Leibniz Butter Cookies, which have a recall rate of 96% in Germany, and position them as the perfect hunger stoppers for people on the go.

All parties involved benefited from the coop activities since the space costs were shared and the unusual approach attracted considerable attention.

Wherever two posters appeared side by side, two thirds of the two posters were combined to create a new medium —the poster in-between, which made it possible to use the format itself to convey the 'in-between' idea.

Leibniz is a very popular brand in Germany, and every brand approached was extremely eager to participate in the cooperative activities when they were presented. The characteristic Leibniz yellow also stood out against other posters when smaller formats were used.

Cooperative activities with various different brands from the non-food sector were used to position Original Leibniz Butter Cookies as 'hunger stoppers for people on the go' in a new, unique way. The activities involved buying one-third of the poster space of the coop partners.

Tilmann Heitbrink (Advertiser's Supervisor)