Goodmates is a digital communications studio that designs and implements innovative projects for major international clients (hamburg.goodmates.de). The divergence of the media and channels has led to emancipation in people's consumption of information. Consumers are becoming increasingly difficult to reach and convince with classic advertising and advertising messages. Old slogans to "digitize" does not help here. The consumer wants to be enthusiastic. We believe that every brand has the power to do so and that an equal relationship between brand and consumer describes the future of advertising.