Manuel Urbanke is a Moscow, Miami, Hamburg, New York, Berlin based Executive Creative Director and Art Director.

Manuel currently runs ALDI Germany’s lead agency antoni_99 together with Anna Lichnog.

Depending on the device you’re on, you should see a life-sized portrait of him.

Fun. Now, let’s find out what Manuel was up to.

ALDI

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Agency

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ALDI – Agency –

ALDI is one of Germany’s biggest brands. With over 4200 stores and a 111 year history it has shaped German society and defined the discount category.

As ALDI’s custom lead agency, antoni_99 was built to redefine this category. Since 2020 Manuel is overseeing a team of 45+ people exclusively dedicated to shift ALDI’s brand perception.

ALDI

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Mother's Day

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ALDI – Mother's Day –

Love hurts, sometimes. This Mother’s Day, ALDI decided to show how life with kids really is. A digital campaign that tells mothers and fathers: we feel you.

Agency: antoni_99
Production: Tempomedia
Director: Alex Feil

NBA

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Hands

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NBA – Hands –

To kick off the brand platform “This is why we play” this TVC follows the life of a regular kid who’s willing to sacrifice a lot for his love for the game of basketball.

Agency: Translation LLC
Production: Arts & Science
Director: Matt Aselton

ALDI

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After Xmas

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ALDI – After Xmas –

What’s better than Xmas? The time after Xmas! These couple of precious days where we can just chill. That’s why this year ALDI didn’t try to make the best Xmas film like all other brands. This year, ALDI created something entirely new: the holiday after the holidays.

With this social campaign ALDI celebrated this new holiday through the eyes of Santa, who’s, like us, also really enjoying this me-time. Starring Bill Kaulitz as the main elf.

Agency: antoni_99
Production: Anorak
Director: Terence Neale

AT&T

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Codes of Culture

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AT&T – Codes of Culture –

People in the US have a lot of pride in their area code - a three digits in front of their phone number. These numbers became synonymous with the city itself. Fun fact: AT&T invented them 75 years ago. This US wide campaign unpacked what it means to represent the 212 (NYC), 404 (Atlanta), 312 (LA) etc. and to this day is an open invitation for people to share their hometown stories.

All ads were shot with local heroes you’d usually not expect in an AT&T ad. But also featured superstars like A$AP Rocky, 21 Savage, Killer Mike, 2 Chainz, the mayor of Atlanta and many more.

Agency: Translation LLC
Production: Arts & Science
Director: Allen Hughes

bett1.de

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hate comments

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bett1.de – hate comments –

bett1 – Germany’s biggest online mattress seller – managed to sell 4 million mattresses with one TV spot. This ad has been running daily on every TV station for 4 years. PEOPLE FUCKING HATED THAT SPOT. Which made them hate bett1. How to change that? Turn the online hate comments into the script for the new spots. Suddenly people loved bett1. And everyone was able to get a good night’s sleep.

Agency: antoni_heaven
Production: Bubbles Berlin
Director: Caspar Jan Hogerzeil

The original ad that ran for 4 years.

Hate comments everywhere.