31 YEARS CELEBRATING THE POWER OF IDEAS
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SELECT WINNERS YEAR
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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
PR / Marketing Companies: Carlsberg & Richter GmbH & Co. KG, Munich/Stang PR, Berlin/
Ogilvy PR, 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
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
Social Media Strategy: Rochus Landgraf
Agency Producer: Georg Ilse
Photographer: Dominik Thomas Butzmann
Art Buyer: Martina Diederichs
Publishing House Company: Europa Verlag GmbH & Co. KG, Munich
Publisher: Christian Strasser
Production Print Company: H&O Frankfurt, Frankfurt
Print Producer : Uschy Koebe/Knud Schlaudraff
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. Idea: To stand against the re-publication of Hitler’s "Mein Kampf" in Germany, we wrote an open-minded book: "Mein Kampf – against racism"! Taking the same title and layout as the original, the counterbook features 11 people and their courageous struggle against racism. With 11,000 books available in every bookstore in Germany and via Amazon, we reclaim the conception of the two words “Mein Kampf” from the Nazis. Execution: We promoted the book launch with a print campaign. Each impactful motif showed one of our 11 courageous strugglers against racism in a visually touching portrayal – by using again the same title, type and layout as the original book cover. Results: “My Struggle – against racism” became “Our Struggle – against racism”: - Top15 bestseller on Amazon - 645 million contacts via earned media worth 14.8 million Euro