Kleinanzeigen’s 2025 “Green Sunday” campaign introduces the coined term “GRÜNSTIG” (green + good value), positioning secondhand shopping as a sustainable and cost-efficient alternative to Black Friday.
Developed by agency The Goodwins, the campaign rolled out across TV, online video, display and social media. The hero film was produced by Berlin-based AI studio TEKTITE, directed by Hauke Hilberg, with sustainability and “green production” positioned as a central strategic element.
The production followed a full AI-driven workflow, including AI casting with generated casting videos for early character alignment, AI styling, and fully AI-generated frames. Final compositing and finishing were handled in traditional post-production, while the sound design was produced by Berlin studio The Fridge.
The project demonstrates how generative AI can reshape commercial film production processes while supporting sustainability positioning at brand level.
