baby-walzWir sind
wach.
A sale that closes at 23:00. Advice that never does.
„Wir sind wach“ means “We’re awake”.
- My role
- Strategy, Concept, Copywriting, Art direction, Campaign design, CRM, DOOH
- Project
- Winter campaign · 2025
- 20:00Evening shift opens
- 20:14Sleeping bag
- 21:18Nursing pillow
- 22:4614 minutes left
- 23:00Closing time
- 03:12Advice, no sale
baby-walz is a German specialist retailer for babies and young children, founded in 1952 as a mail-order business for baby layettes and today selling online, through its Magalog and in stores in Germany, Austria and Switzerland.
The brief
Win the evening, when parents of babies actually shop, without following them into the night with offers.
The insight
Parents are awake when shops are not.
The idea
A sale that runs only from 20:00 to 23:00, and advice that stays open all night. The logo’s own rosette becomes the 24-hour clock that shows which is which.
Motion
One evening, three hours, one lamp.
The same rosette, built in 3D. One form, three jobs: a wall clock at 20:00, a 24-hour loop in which the current dot steps forward, and a night light whose only lamp is the evening dot.
20:00
The clock was already in the logo.
Eight dots around a centre, three hours each. Put 23:00 at the top and the upper-left dot covers exactly 20:00 to 23:00. The centre is advice, and it never goes out.
baby-walz: scrolling runs the evening from 20:00 to 23:00. The house with the lit window opens onto five questions parents ask, each answered by one product that steps out of its picture, travels to the shelf and stays there (the night light switches on first, and the room fills with stars), then at 23:00 the five answers stand together on the shelf, the lamp goes out and only the centre stays lit. Scroll back up to light it again.
20:14 - 22:46
Five questions before 23:00.
Each key visual asks a question parents really ask at that minute. The product answers it, and the price sits inside the lit dot.
22:46
Every channel counts down.
The homepage, the app and the Sunday newsletter all know what time it is. The 22:30 push says it is the last one tonight.
23:00
At 23:00 the lamp goes out.
After 23:00 there are no offers, no pushes and no mails until the next evening. Black Friday keeps the same hours.
03:12
Shop closed. Support always open.
Nothing is sold at night. The chat answers, points to the midwife or the paediatric practice when it should, and says out loud that it will not show offers at this hour.
On paper
The same clock, in the Magalog and the store.
26.10.–21.12.2025
From the bed to the bus stop.
Art Director in Việt Nam, open to agency and in-house roles. nkate1323@gmail.com
