Die Webby Awards gehören zu den angesehensten Erfolgssymbolen des World Wide Webs und erhalten jedes Jahr über 14.000 Einsendungen aus 70 Ländern weltweit. Mit 6 Webby Awards, 27 People’s Voice Awards, 32 Nominierungen und 20 Auszeichnungen für unsere Arbeit mit Marken wie Patagonia, Google, Cowboy, H&M und KFC war es für DEPT® ein herausragendes Jahr voller Erfolge.

Die Arbeit von DEPT® für HYPEWEAR by ABOUT YOU, dem ersten Online-Shop für Digital Fashion, gewann sowohl den Webby Award als auch den People’s Voice Award für ‘App Features: Best Use of Web3 Technology‘.

BASIC/DEPT® gewann für Google Store sowohl den Webby Award als auch den People’s Voice Award in der Kategorie ‘Websites’ und ‘Mobile Sites’, ‘Best Mobile User Experience’, ‘Google ChromeOS in Websites und Mobile Sites’ sowie ‘Best Mobile Visual Design – Function’. Patagonia wurde in den Kategorien ‘Websites’ und ‘Mobile Sites’ sowie, ‘Best Practices’ ausgezeichnet und The Patagonia Footprint Chronicles  in der Kategorie ‘Websites und Mobile Sites: Corporate Social Responsibility‘.

Die immersive Website Experience für Virgin Galactic von HELLO MONDAY/DEPT®, welche die Faszination der Raumfahrt vermittelt, gewann sowohl den Webby Award als auch den People’s Voice Award in der Kategorie ‘General Websites and Mobile Sites – Travel & Lifestyle’.

„Wir sind unseren großartigen Kunden und unseren talentierten Teams, die mit ihrer Pionierarbeit Maßstäbe im Bereich Technologie und Marketing setzen, sehr dankbar“, so Dimi Albers, CEO von DEPT®. „Dass wir zum zweiten Mal in Folge zum ‚Global Network of the Year‘ ernannt wurden und, dass BASIC/DEPT® als ‚Agency of the Year‘ ausgezeichnet wurde, ist eine großartige Leistung; wir sind zudem dankbar für alle, die für uns gestimmt haben. In unserer ‘5 Words Webby Speech’ im letzten Jahr haben wir gesagt ‚We’re just getting started‘ – ich denke, die aktuellen Auszeichnungen zeigen, dass wir das wirklich ernst gemeint haben.“ 

Zusätzlich zu den Preisträgern wurden 20 Projekte für die folgenden Kunden in die engere Wahl gezogen oder als Honorees ausgezeichnet: Inter Milan; Lululemon Studio; Design Within Reach; Google Store; Jeff Koons; KFC; VIZIO; eBay; Adobe; HAPE; Meebits; Panasonic; Sprite; DIG: Cloud Castles. 

Herzlichen Glückwunsch an unsere talentierten Teams und ein großes Dankeschön an unsere wundervollen Kunden, die uns die Aufgabe anvertrauen, Pionierarbeit im Bereich Marketing und Tech für sie zu leisten.

In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‚make-up‘ channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.

With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience „essence FUN PARK“.

„We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.“ – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova

Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‚make beauty fun‘.

The platform’s user statistics speak for themselves:

• With 214 million monthly and an incredible 70.2 million daily active users, Roblox is currently one of the most important gaming platforms for Gen Z and Gen Alpha.
• 53% of users are over 13 years old and the fastest growing demographic segment is between 17 and 25 years old.
• The gender distribution on Roblox is almost balanced with 51% male and 44% female users, the remaining 5% are unknown.
• Imagine if you could capture the attention of your target group for 2.5 hours a day – that’s how much time users spend on Roblox on average. If you compare this to Instagram (0.75 hours on average) or TikTok (1.7 hours on average), the potential for brands on Roblox is enormous.
• In addition, virtual in-game currencies such as Robux have become the preferred means of payment for pocket money for many families in the USA.

At the heart of the ‚essence FUN PARK‘, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world „Ocean Detox“ await them.

All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‚essence FUN PARK‘ underlines its commitment to sustainability and beauty.

We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‚essence coins‘, players can acquire everything they need, such as paint tools or stylish avatar items from the ‚Chic Chamber‘.

The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‚Pick up & Delivery‘ and ‚Plant & Grow‘ quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.

The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‚Make beauty fun‚ has been brought to life.

In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‚make-up‘ channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.

With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience „essence FUN PARK“.

„We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.“ – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova

Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‚make beauty fun‘.

The platform’s user statistics speak for themselves:

• With 214 million monthly and an incredible 70.2 million daily active users, Roblox is currently one of the most important gaming platforms for Gen Z and Gen Alpha.
• 53% of users are over 13 years old and the fastest growing demographic segment is between 17 and 25 years old.
• The gender distribution on Roblox is almost balanced with 51% male and 44% female users, the remaining 5% are unknown.
• Imagine if you could capture the attention of your target group for 2.5 hours a day – that’s how much time users spend on Roblox on average. If you compare this to Instagram (0.75 hours on average) or TikTok (1.7 hours on average), the potential for brands on Roblox is enormous.
• In addition, virtual in-game currencies such as Robux have become the preferred means of payment for pocket money for many families in the USA.

At the heart of the ‚essence FUN PARK‘, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world „Ocean Detox“ await them.

All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‚essence FUN PARK‘ underlines its commitment to sustainability and beauty.

We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‚essence coins‘, players can acquire everything they need, such as paint tools or stylish avatar items from the ‚Chic Chamber‘.

The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‚Pick up & Delivery‘ and ‚Plant & Grow‘ quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.

The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‚Make beauty fun‚ has been brought to life.

In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‚make-up‘ channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.

With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience „essence FUN PARK“.

„We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.“ – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova

Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‚make beauty fun‘.

The platform’s user statistics speak for themselves:

• With 214 million monthly and an incredible 70.2 million daily active users, Roblox is currently one of the most important gaming platforms for Gen Z and Gen Alpha.
• 53% of users are over 13 years old and the fastest growing demographic segment is between 17 and 25 years old.
• The gender distribution on Roblox is almost balanced with 51% male and 44% female users, the remaining 5% are unknown.
• Imagine if you could capture the attention of your target group for 2.5 hours a day – that’s how much time users spend on Roblox on average. If you compare this to Instagram (0.75 hours on average) or TikTok (1.7 hours on average), the potential for brands on Roblox is enormous.
• In addition, virtual in-game currencies such as Robux have become the preferred means of payment for pocket money for many families in the USA.

At the heart of the ‚essence FUN PARK‘, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world „Ocean Detox“ await them.

All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‚essence FUN PARK‘ underlines its commitment to sustainability and beauty.

We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‚essence coins‘, players can acquire everything they need, such as paint tools or stylish avatar items from the ‚Chic Chamber‘.

The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‚Pick up & Delivery‘ and ‚Plant & Grow‘ quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.

The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‚Make beauty fun‚ has been brought to life.

In response to changing consumer preferences and the associated transformation of the beauty industry, essence has ventured beyond traditional ‚make-up‘ channels and immersed itself in the vibrant and ever-evolving world of Roblox. This shift is based on the brand’s mission: make beauty fun.

With the support of global digital agency DEPT®, essence has decided to blur the boundaries between beauty, play and self-expression by developing the adventurous Roblox Experience „essence FUN PARK“.

„We want to strategically establish Roblox as another brand touchpoint. We believe that our target group will continue to develop on this platform, which is why we decided on it. And with DEPT® as a strong partner at our side, we are confident that we will continue to grow beyond the boundaries of the beauty industry.“ – Thorsten Mühl, Chief Digital Marketing & Experience Officer, cosnova

Given the constantly changing beauty industry, essence has set itself the overarching goal of being relevant to Gen Z and Alpha in the long term. To achieve this, it is not enough for the target group to love the products – the brand must share and exemplify the values of the target group.
Therefore, the challenge was not just to sell essence products, but to be a catalyst for positive change and motivate a generation to change the world for the better – both virtually and in the real world. This was also to be combined with the brand mission ‚make beauty fun‘.

The platform’s user statistics speak for themselves:

• With 214 million monthly and an incredible 70.2 million daily active users, Roblox is currently one of the most important gaming platforms for Gen Z and Gen Alpha.
• 53% of users are over 13 years old and the fastest growing demographic segment is between 17 and 25 years old.
• The gender distribution on Roblox is almost balanced with 51% male and 44% female users, the remaining 5% are unknown.
• Imagine if you could capture the attention of your target group for 2.5 hours a day – that’s how much time users spend on Roblox on average. If you compare this to Instagram (0.75 hours on average) or TikTok (1.7 hours on average), the potential for brands on Roblox is enormous.
• In addition, virtual in-game currencies such as Robux have become the preferred means of payment for pocket money for many families in the USA.

At the heart of the ‚essence FUN PARK‘, players can expect a world full of joy and harmony, a real safe space that stands out from the hectic and aggressive nature of typical game worlds. Players start their journey of discovery from the floating, castle-like essence space. Various islands such as Pink Beach, Turtle Island, Gray City, and the new underwater world „Ocean Detox“ await them.

All locations and their designs have been strongly influenced by the products and core values of the essence brand. Colorful and diverse, without microplastic particles and completely vegan, the ‚essence FUN PARK‘ underlines its commitment to sustainability and beauty.

We also created an environment in which the use of real currency (Robux) is not necessary. By collecting ‚essence coins‘, players can acquire everything they need, such as paint tools or stylish avatar items from the ‚Chic Chamber‘.

The experience is characterized by popular game mechanics, environmentally conscious mini-games and exciting quests. Instead of the usual competitive dynamics, we rely exclusively on cooperative game mechanics. With friendly house painting tools instead of aggressive shooter elements as well as cute ‚Pick up & Delivery‘ and ‚Plant & Grow‘ quests, the game offers entertaining tasks for younger kids and teens. And if you just want to hang out with friends, you can use our chill zones with a Ferris wheel, tree house or sun loungers.

The result is an immersive, colorful world that radiates diversity and peace. The essence brand’s mission ‚Make beauty fun‚ has been brought to life.

Spreading joy sits at the heart of the refreshed campaign, which celebrates the excitement and anticipation that’s felt when the idea of ordering food is suggested, while highlighting JET’s capability to supply food that satisfies every craving. 

The music video-inspired TV commercial (TVC), created by McCann London, introduced Katy Perry’s fantastical food world, emphasizing the huge range of cuisines and meals available on the food delivery app. 

It was DEPT®’s job to translate and extend the “feeling of joy” and “doorbell moments” of Katy’s world into online and social channels, with overarching objectives to: 

01 Increase top of mind awareness (TOMA) globally

02 Increase positive brand sentiment by spreading joy

Our campaign ideas were structured into three core phases: tease; launch; sustain. 

The aim of the tease phase was to drive hype and mystery around Katy Perry’s upcoming collaboration with JET. 

We wanted to keep our audience on their toes and the edge of their seats. We utilized Katy Perry’s fan army to fuel the fire of speculation by leaking a mysterious sneak peek into the collaboration, without giving away too much of the track and TVC. 

We rolled out thousands of motion and static performance assets and accompanying copy for the global campaign, hero-ing Katy as well as the wide range of cuisines and meals available from JET’s app.

And we delivered a series of broader digital assets including social headers, GIFs for inclusion in CRM, and on-site assets.