PERSONAL WORK

Pfand ID - Lidl
Miami Ad School Berlin

Raw Selection

Title of Piece:	Pfand ID
Client/Brand:	Lidl
Production Company:	Miami Ad School Berlin
Director(s):	Francisco Blamey, Oguz Bozkurt, Kunal Khade, Chris Tzirigotis
Short Synopsis:	Pfand ID transforms Berlin’s unspoken gesture of solidarity, where people leave bottles beside trash cans for those in need, into a powerful system of reintegration. By giving homeless bottle collectors a scannable ID that doubles their refund and turns their effort into measurable data, the project builds real-time résumés and connects them to employment opportunities. What was once seen as survival work becomes visible, dignified labor. Rooted in a local cultural habit, Pfand ID offers a scalable model for social impact using existing infrastructure to turn empathy into action.