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Design
Branded Content

Bronze Winner

Entrant: Ogilvy Germany
Mein Kampf – Against Racism - "Mein Kampf - Against Racism - Book"

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


Description of the Project:
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