My graduation project was awarded by the ADC. I used the iconic Rewe private label brand “ja!” (which means “yes!” in German) to draw attention to a frequently overlooked topic: unwanted but seemingly consensual sex. Products like pizza, chips, and candles were rebranded as “nein!” (meaning “no!”) and restaged in a supermarket setting.  By flipping it to “nein!” on everyday items, the campaign created a striking visual and linguistic contrast to raise awareness about the importance of clear and enthusiastic consent. The goal was to reach young men in a low-threshold, relatable way and encourage reflection on the nuances of consent.