Заголовок | Nazis against Nazis - Germany's most involuntary charity walk |
Агентство | MullenLowe Global |
Кампания | Nazi vs Nazis |
Рекламодатель | ZDK Gesellschaft Demokratische Kultur |
Бренд | EXIT-Deutschland |
Posted | Сентябрь 2015 |
Бизнес сектор | Другие |
Проблема | 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. |
Тип медиа | Анализ ситуации |
Длина | |
Главный креативный директор | Ralf Heue |
Главный креативный директор | Florian Grimm |
Креативный директор | Jan Wiendieck |
Креативный директор | Boris Grunwald |
Стратег | Philipp Schwartz |
Концепция | Ina Bach |
Специалист по работе с заказчиками | Ina Bach |
Копирайтер | Matthaeus Bauer |
Копирайтер | Michael Martin |
Копирайтер | Alina Meisenbach |
Арт-директор | Fiete Luehn |
Арт-директор | Anne-Grit Maier |
Арт-директор | Yasemin Boyraz |
Арт-директор | Robert Stoof |
Разработка | Jens Gardeler |
Директор цифрового формата | Ulrich Erdmann |
Интерактивный дизайн | Michael Sturm |
Технический директор | Steffen Zoernig |
Оператор-постановщик | Martin Kaeswurm |
Редактор | Mark Broszeit |
Продакшн Студия | 27 Kilometer Entertainment GmbH |
Продакшн Студия | Harvest Digital Agriculture |
Продакшн Студия | Studio Funk |
Агентство | Grabarz & Partner + GGH Lowe (Hamburg) |
Главный креативный директор | Ralf Heuel |
Менеджер по рекламе | Fabian Wichmann |
Арт-директор | Fiete Luehn, Anne-Grit Maier, Yasemin Boyraz |
Продюсер агентства | Judith Uhrlau |
Продюсер агентства | Kai Struwe |
Концепция | Philipp Schwartz |
Делопроизводитель | Ina Bach |
Веб-менеджер проекта | Miriam Mueckner |
Онлайн концепция | Ulrich Erdmann |
Веб-разработчик | Jens Gardeler |
Помощник оператора | Leon Winkler |
Звуковой дизайн компании | Studio Funk, Hamburg |
Редакционная компания | Harvest Digital Agriculture GmbH |
Музыкальная компания / Композитор | ROBA Production Music |
Музыкальная компания / Композитор | MOKOH Music GmbH |