31 YEARS CELEBRATING THE POWER OF IDEAS
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Corporate Name of 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, Frankfurt
Media Planners: Christian Scholz/Dietmar Birkner
Agency Account Managers: Carsten Kaiser/Stephen Kimpel/Patricia Podewin/
Iskra Velichkova/Samet Akti
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
Art Directors: Matthias Bauer/Philipp Bertisch/Andreas Richter/Stephan Westerwelle/
Joschka Wolf/Collja Lorig/Michael Mogk
Copy Editor: Lutz Meier
Agency Producer: Georg Ilse
Social Media Strategy: Rochus Landgraf
Publishing House Company: Europa Verlag, Munich
Publisher: Christian Strasser
Production Print Company: H&O Frankfurt, Frankfurt
Print Producers: Uschy Koebe/Knud Schlaudraff
Art Buyer: Martina Diederichs
Production Company: Tony Petersen Film, Berlin
Director: Florian Baeker
Producer: Florian Baeker
Post-Production Companies: Pirates ‘N Paradise, Berlin/vividgrey.de, Berlin
Editor: Kathie Fischer
Photographer: Dominik Thomas Butzmann
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 stand against the re-publication of Hitler’s "Mein Kampf" in Germany with an open-minded book: "Mein Kampf – against racism"! Taking at the same time the same title, type and layout as the original, we wrote a counterbook featuring 11 strugglers 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: To activate people buy the book, we made them join the struggle against racism: 1€ from every book is donated to “Gesicht Zeigen!”. RESULTS: Our campaign made the book the relevant topic across society – and Top15 bestseller on Amazon