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Corporate Name of Sponsoring Client:
Gesicht Zeigen! An association encouraging people to stand against racism in Germany
Heads of Client Services: Uwe-Karsten Heye/Sophia Oppermann/Rebecca Weis
Media Companies: Mindshare GmbH/Kinetic Worldwide Germany GmbH, Frankfurt
Media Planners: Christian Scholz/Dietmar Birkner
PR / Marketing Companies: Carlsberg & Richter GmbH & Co. KG/Stang PR/Ogilvy PR, Munich/Berlin/Frankfurt
PR / Marketing Executives: Claus-Martin Carlsberg/Barbara Stang/Anna-Karina Berels/
Anna-Lena Daniels/Laura Kolb/Julia Steckel
Agency Account Managers: Carsten Kaiser/Stephen Kimpel/Patricia Podewin/
Iskra Velichkova/Samet Akti
Film/TV Studio: Tony Petersen Film, Berlin
Agency: Ogilvy Germany
Chief Creative Officer: Dr. Stephan Vogel
Executive Creative Directors: Tim Stuebane/Birgit van den Valentyn
Creative Directors: Bjoern Kernspeckt/Stese Wagner/Sebastian Kraus/Daniela Schmidt
Copywriters: Janne Sachse/Anke Roell
Copy Editor: Lutz Meier
Art Directors: Matthias Bauer/Philipp Bertisch/Andreas Richter/Stephan Westerwelle/
Joschka Wolf/Collja Lorig/Michael Mogk
Agency Producer: Georg Ilse
Programmer: Robert Georgi
Social Media Strategy: Rochus Landgraf
Photographer: Dominik Thomas Butzmann
Art Buyer: Martina Diederichs
Print Producers: Uschy Koebe/Knud Schlaudraff
Production Company: Tony Petersen Film, Berlin
Director: Florian Baeker
Producer: Florian Baeker
Post-Production Companies: Pirates ‘N Paradise (Film)/vividgrey.de (Press), Berlin
Editor: Kathie Fischer
Publishing House Company: Europa Verlag GmbH & Co. KG, Munich
Publisher: Christian Strasser
Production Print Company: H&O Frankfurt, Frankfurt
Music Production Company: Pas de Deux, Berlin
Music Composer: Kris Steininger
Background: Hitler’s “Mein Kampf“ (My Struggle), the Nazi propaganda book, can be published once again in Germany after its 70-year copyright expired – in a country struggling against new right-wing extremism. We had to create a strong stand against it on behalf of our client “Gesicht Zeigen!” – a non-profit association encouraging people to stand against racism. Strategy: 1. Reclaim the conception of the words “Mein Kampf” from the Nazis. 2. Create a spectacular content triggering PR and social media buzz. 3. Wake up and encourage the silent majority to stand against racism. Idea: We wrote a counterbook and launched it at the same time of the re-publication of "Mein Kampf": "Mein Kampf – against racism"! It features 11 people and their courageous struggle against racism. Touching stories of people like granny Irmela Mensah-Schramm who removes Nazi graffiti or MTV host Wana Limar who had to face hate as a refugee child. Execution: Our integrated campaign made our book the relevant topic across society: - Bookmailing activating influencers. - Lectures triggering PR. - Provocative posters around bookstores. - Social media campaign spreading the news and content. Results: - Top 15 bestseller on Amazon - 645 million contacts via earned media worth Euro 14.8 million.