The brand dead_gold was created after the examination of the epic of the golden calf. This is found in the story of the Exodus in the Bible: Moses leads the Israelites out of Egypt and frees them from slavery. But Moses leaves them by themselves in the desert. They feel alone, insecure and disorientated. To deal with their fears, they create a golden calf, celebrating it as their new god and leader. The aim of the brand dead_gold is to find a common ground in the differences of individuals. Today there is no longer just one golden calf in the desert, because each individual searches for their own way to satisfy their needs for security, orientation and self-affirmation. But as soon as we define ourselves based on the differences to other people and lives, the different worlds drift apart and society is no longer capable of discourse. It paralyses its own progressive development. By thematizing and criticizing our calves and the calves of others, the brand dead_gold can call for discourse.