The Anti-loyalty Campaign

Creative idea

The Anti-Loyalty Campaign flipped retail convention on its head: competitors' receipts became discount vouchers at Bauhaus. Instead of rewarding exclusivity, Bauhaus rewarded freedom of choice — openly encouraging customers to cheat on the brand. The move reframed competitors as media channels, extending Bauhaus' reach beyond its own touchpoints. In a market where purchase intent had collapsed, the campaign lowered both financial and psychological barriers to action simultaneously. This wasn't a new spin on loyalty mechanics — it was a reversal of the entire system, turning a category-wide stall into an invitation to act.

Brand name: Bauhaus
Advertiser / client: Bauhaus / Jussi Salminen
Product / service: Hardware chain
Campaign name: The Anti-loyalty Campaign
Agency network: INDEPENDENT AGENCY
Agency: Wörks Oy Helsinki
Media agency: Bauhaus
Agency chief executive officer: Jarno Varis
Art director: Henna Aapola
Copywriter: Otto Kilpiö
Designer: Yasir Al-Ani, Saku Pönkänen
Account director (agency): Johanna Kouhi
Client account director: Jussi Salminen
Film production: über Creative
Director: Niko Nakari
Additional company: Other person who contributed to the campaign design: Heidi Taina, Creative Director, Wörks Kaari Koskela, Copywriter, Wörks Client representatives: Jussi Salminen, Marketing Director, Bauhaus Tuija Heino, Marketing Coordinator, Bauhaus Janne Uotila, Marketing Specialist, Bauhaus Veikko Pirttinen, Marketing Specialist, Bauhaus Antti Sizko, Marketing Specialist, Bauhaus