GOATS GOT BAG
GOT BAG is a German startup making bags from ocean plastic – a young challenger brand in a category full of purpose-driven competitors, all telling the same earnest sustainability story. For their first-ever brand campaign, we set out to do something none of them would.
Disrupting the Category
The category is crowded with perfectly staged lifestyle visuals and heartfelt brand manifestos. We deliberately chose the opposite direction.
We went to Albania, found a shepherd and his goats living right by the sea, and made them the stars of the campaign. No script, no set design, no styling. Just a real shepherd – who spoke only Albanian – his goats wearing GOT BAG bags, and a camera. His wife showed up at some point. We kept filming.
The result was a mockumentary that felt completely unlike anything else in the category: unpolished, absurd, and genuinely funny. Which was exactly the point.
From Albania to Berlin to the World
The film was distributed social-first, cut for instant impact even without sound. We launched it at an urban event in Berlin, with exactly the kind of crowd who would appreciate this sort of thing.
They did. The bags sold out. The goats got to keep theirs.