Rewe

Many women experience unwanted sex that appears consensual. Often, this happens because they don’t dare to say “no” out of fear of rejection, social pressure, or internalized gender roles. Especially young men often lack access to this topic and have little awareness of their responsibility when it comes to feminist issues.

In my graduation project, which was awarded by the ADC (Art Directors Club), I set out to make this problem visible in a place where people would least expect it: the supermarket. I turned the iconic Rewe private label “ja!” (which means “yes!” in German) into the stage for a consent-awareness campaign. Products with romantic or intimate connotations such as pizza, chips, and candles were rebranded as “nein!” (“no!”) and redesigned. The campaign used the familiar and minimalistic look of the original packaging to create a powerful contrast between “yes” and “no,” drawing attention to the nuanced reality of sexual consent. The initiative was supported by posters, social media content, a dedicated website (femanism.de), and TV commercials featuring footballer Thomas Müller. Pizza packaging even included safe-dating tips printed on the baking paper. The goal was to reach young men in an accessible and relatable way and to spark awareness and dialogue around the importance of enthusiastic, informed consent.