Başlık | Nazis against Nazis - Germany's most involuntary charity walk |
Haftanın | MullenLowe Global |
Kampanya | Nazi vs Nazis |
Reklamcı | ZDK Gesellschaft Demokratische Kultur |
Marka | EXIT-Deutschland |
Posted | Eylül 2015 |
Sektör | Others |
Sorun | On 15 November 2014, we surprised hundreds of neo-Nazis at their annual march in the German town of Wunsiedel by turning their demonstration into something positive: a charity walk. For every metre the neo-Nazis covered, €10 went to EXIT-Deutschland – an NGO that helps neo-Nazis leave the far-right scene (the money was collected from citizens and regional companies beforehand). So we left them with two options: to either sponsor their own downfall or abandon the march through Wunsiedel for the first time in 20 years. With giant banners and chalk writings all along the route, we made sure the neo-Nazis and the general public immediately understood the idea of neo-Nazis unwittingly donating against themselves. Motivated in this way, the neo-Nazis went the full distance and raised €10,000 to help their own members leave the scene. As the neo-Nazis set off, so did a meticulously planned campaign. Via a microsite, Twitter, Facebook and carefully chosen social media influencers, we started the live coverage. Even during the march, 21,000 people visited the microsite and helped us spread the word. In next to no time, the campaign gained its own dynamics and the media worldwide reported about the “Miracle of Wunsiedel” – using our content as a central element. In the end, we not only amazed millions of people in Germany, but also made the work of EXIT-Deutschland famous virtually overnight. |
Medya Türü | Case Study |
Süre | |
Yaratıcı Ajans Başkanı | Ralf Heue |
Yaratıcı Ajans Başkanı | Florian Grimm |
Yaratıcı Yönetmen | Jan Wiendieck |
Yaratıcı Yönetmen | Boris Grunwald |
Strategist | Philipp Schwartz |
Konsept | Ina Bach |
Müşteri Temsilcisi | Ina Bach |
Reklam Yazarı | Matthaeus Bauer |
Reklam Yazarı | Michael Martin |
Reklam Yazarı | Alina Meisenbach |
Sanat Yönetmeni | Fiete Luehn |
Sanat Yönetmeni | Anne-Grit Maier |
Sanat Yönetmeni | Yasemin Boyraz |
Sanat Yönetmeni | Robert Stoof |
Development | Jens Gardeler |
Digital Director | Ulrich Erdmann |
Motion Design | Michael Sturm |
Teknik Direktör | Steffen Zoernig |
Görüntü Yönetmeni | Martin Kaeswurm |
Editör | Mark Broszeit |
Prodüksiyon Şirketi | 27 Kilometer Entertainment GmbH |
Prodüksiyon Şirketi | Harvest Digital Agriculture |
Prodüksiyon Şirketi | Studio Funk |
Agency | Grabarz & Partner + GGH Lowe (Hamburg) |
Yaratıcı Ajans Başkanı | Ralf Heuel |
Reklam Sorumlusu | Fabian Wichmann |
Sanat Yönetmeni | Fiete Luehn, Anne-Grit Maier, Yasemin Boyraz |
Ajans Prodüktörü | Judith Uhrlau |
Ajans Prodüktörü | Kai Struwe |
Konsept | Philipp Schwartz |
Müşteri Temsilcisi | Ina Bach |
Web Project Manager | Miriam Mueckner |
Online Concept | Ulrich Erdmann |
Web Developer | Jens Gardeler |
Camera Assistant | Leon Winkler |
Ses Tasarım Şirketi | Studio Funk, Hamburg |
Editing Şirketi | Harvest Digital Agriculture GmbH |
Müzik Şirketi | ROBA Production Music |
Müzik Şirketi | MOKOH Music GmbH |