Jorge González x BILD
New: the BILD Shopping Advisor
In spring 2025, BILD approached Sundance with a clear objective: to launch and establish the new BILD Buying Guide. The campaign needed a personality who could embody brand awareness, trust, and sophistication—while bringing humor to the table. The perfect candidate: Jorge González. Authentic, widely known in German-speaking markets, and instantly recognizable with his unique charisma.
What began as a targeted testimonial request evolved into a standout best-case brand campaign. The focus: building and positioning the BILD Buying Guide as a permanent fixture in the publisher’s service offering. With a clear strategy, creative input, and maximum reach across social, print, and digital, the collaboration set new standards.
A brand fit with personality –
the Jorge González effect
Jorge brought the campaign to life with effortless credibility under the motto: “Quality is the true glamour!” His name, his style, and his humor drew attention and delivered the brand message straight to the heart of the target audience. The campaign mirrored Jorge’s own character—vibrant, humorous, and colorful. A Human Brand became the face of a service product, and a market launch turned into an experience.
Sundance oversaw every stage of the process—from first pitch to final execution—ensuring planning, coordination, and content aligned both with the ambassador and the brand’s objectives.
Campaign sound & visuals – turning the launch into a hit
A campaign highlight: Jorge González recorded a reimagined version of Born to be Alive with new lyrics tailored to the Buying Guide. The result: an earworm soundtrack to the product launch. Visually, the campaign staged Jorge as an ambassador for conscious consumption and high standards, complemented by striking imagery rolled out nationwide.
Every step was built on close collaboration between BILD, creative agency antoni, and Sundance—from contract negotiations and styling checks to studio shoots—delivering a seamless, efficient brand rollout.
Impact & success factors
The results spoke volumes: the campaign achieved impressive cross-channel reach, high engagement rates, and strong positive feedback from both the community and media partners. The song stuck, the brand resonated—and the campaign earned Creation of the Month from HORIZONT, further amplifying its visibility.
Conclusion
As brand ambassador, Jorge González gave the BILD Buying Guide maximum visibility and a unique profile within the campaign period. A launch became an experience—high-impact, highly successful, and unforgettable, with an earworm to match.
Credits
Client: BILD
Agency: antoni heaven GmbH & Co. KG
Production: AKKURAT Studios GmbH
Music: SIZZER
Mix & SFX Voice Recording: Not a Machine GmbH
Recording Radio Spot & Mix: Studio Funk GmbH & Co. KG
Original music track: „Born to be alive“ by Patrick Hernandez, Master recording courtesy of the Vanloo family