Impressions from the 2025 VideoDays Awards
Verena Gründel reflects on the powerful role of nostalgia and authenticity at the 2025 VideoDays Awards.
Yesterday, I had the honor of handing an award to the superhero of my childhood.
Bibi Blocksberg – the cheeky little witch in a green dress – was my companion growing up. She taught me early on that girls can be loud, smart, and independent. For me, she was my first lesson in female empowerment.
All the more special, then, that the very first Best Brand Collab Award – powered by DMEXCO and Campaign Germany at the 2025 VideoDays Awards went to her. Or more precisely, to the campaign that brought her back to life: “Follow your inner Bibi” by Kiddinx Media, Weischer Connect, and creator Carmushka.
The Best Brand Collab Award honors outstanding partnerships between brands and creators. And in this case, we hit the nail on the head. The campaign didn’t just shine creatively. It resonated on a deeply emotional level.
As the team behind it shared on stage, Carmushka, also known as Carmen Mercedes Kroll, was genuinely moved when approached for the project. A lifelong Bibi fan, she was so thrilled that she went beyond the brief and created additional organic content simply out of passion.
That’s what authenticity in influencer marketing looks like. The campaign’s core idea was powerful in its simplicity: nostalgia isn’t regression – it’s a form of emotional self-care. Under the motto “It’s okay to be nostalgic,” Bibi Blocksberg was reimagined as a modern selfcare icon for a generation juggling career, kids, and crisis fatigue.
What can brands learn from this?
Bibi Blocksberg is far from just a retro phenomenon. She’s a case study in how legacy brands can regain cultural relevance. When they’re brave enough to tell their story anew. Millennials and older Gen Zs who grew up with Bibi in the 90s and 2000s now have spending power, digital fluency, and most importantly a growing need for emotional balance.
In a world overwhelmed by to-do lists, news cycles, and mental noise, nostalgia becomes a resource. Bibi no longer just represents magical childhood moments. She offers a safe emotional space, a reminder of what lightness, courage, and freedom once felt like.
Nostalgia as selfcare
A conscious, low-barrier escape from the heaviness of daily life. No spa retreat required. Kiddinx is tapping into this with a smart mix of tactics: alongside classic audio releases, the brand is embracing platform-native content like TikTok videos filled with pop culture references and irony, designed for grown-up fans. Most importantly, they’re collaborating with creators like Carmushka, who not only promote the brand, but embody it as symbols of strength, joy, and fearless femininity.
The result is a brand experience that doesn’t shout “Buy me,” but whispers, “You’re allowed to feel good, even if it’s just by listening to an old Bibi episode on your morning commute.” That’s what makes this case so timely and effective. Smart brand leadership, authentic creator partnerships, and cultural sensitivity combine into a powerful formula for modern relevance.
Don’t miss any important news from the world of digital marketing, both nationally and internationally! Subscribe to the new DMEXCO newsletter “Digital Digest” and receive the latest information directly in your mailbox every Monday, Wednesday, and Friday.
