Serviceplan Campaign creates ‘Be Maximal’ for Maximal G, REWE Group’s energy drink

Ads, Business, Creativity

Serviceplan Campaign has created a witty campaign for Maximal G, the energy beverage of REWE Group.  Titled ‘Be Maximal’, the unique campaign is aimed at Millenials.

A quirky campaign for energy drink Maximal G claims to have found the answer to this question, with a mockumentary featuring a cyclist who shows her creative yet obscure way of reaching her maximum energy level: a never-seen-before way to get the energy you need. And all this with just the help of a bit of quantum physics and a bike. Now that everyone knows just how easy it is, you can earn your extra dose of energy too. But of course, you could also just drink a can of “Maximal G”.

Serviceplan Campaign came up with the inaugural advert for the Maximal G brand: ‘Be Maximal’ is an unconventional campaign targeting Millenials with its quirky depiction of a cyclist wearing pro-cycling gear and racing backwards down a country lane.

Michael Jaeger, Managing Director Consulting, Serviceplan Campaign commented: “Maximal G is directed at young people who are always either online or out and about. With Maximal G, the REWE Group has launched a product in the market which perfectly matches this kind of lifestyle. Our campaign exactly reflects that lifestyle and will, therefore, be extraordinary and surprising, just like the people that we want to reach out to.”

He continued: “In close collaboration with our colleagues from Neverest, E+P films and director, Matthias Thönnissen, we have been pursuing a modern content approach that puts the digital communication measures into the spotlight and distinguishes itself through shorter periods of implementation in order to consistently produce new and especially current contents for users.”


Client: PENNY-Markt GmbH / Maximal G

Title: Back to the Energy

Agency: Mediaplus Media 1, Neverest GmbH

Film Production Company: e+p films GmbH

Recording Studio: m-sound studios GmbH

Post-Production: KAEPTN Postproduktion GmbH


  • Global Chief Creative Officer: Alexander Schill
  • Executive Creative Director: Christoph Everke
  • Executive Creative Director: Alexander Nagel
  • Creative Director: Marko Savic
  • Creative Director: Laura Müller-Rossbach
  • Senior Art Director: Jonas Menze
  • Copywriter: Kate Haase
  • Junior Copywriter: Katharina Steffen-Stewart
  • Senior Account Manager: Frederike Enk
  • Junior Account Manager: Julia Leibetseder

Neverest GmbH

  • Executive Producer: Aisha Blackwell
  • Director: Matthias Thönnissen, Instand Records

e+p films GmbH

  • Managing Partner: Ulrich Reuter
  • Producer: Viviane Völker
  • DoP: Kaspar Kaven
  • Producer Assistant: Andreas Heidenreich
  • Music Composer: Marcel Neumann, Pascal Lonsdorfer,  MOKOH Music GmbH
  • Executive Music Producer: Stephan Moritz, MOKOH Music GmbH
  • Sound Designer: Robert Miller, m-sound studios GmbH