| Заголовок | The choir against hate speech |
| Brief | Only 5% of users are responsible for the majority of hate comments. That's a lot less than you might think. These 5% are still loud.Our goal was to change the tune and put things in perspective. To encourage people to act against hate online, to not be afraid, because, after all, they are the vast majority. They are the 95%.And if they come together, if they stand together, if they raise their voices together, then love will be louder. And hate has no chance.So we had people sing real hate comments. Exactly 5 people. In a beautiful arrangement of John Farnhams song “You’re the voice”. Then we had other people come together and sing the same song. With the actual lyrics.First it becomes a struggle, a fight, voices against voices, but in perfect tune. But the more people join the choir, the more the 5 people singing real hate comments get overpowered. Until 95 people sing “You’re the voice” in a thrilling and powerful performance, together against hate. |
| Агентство |
Saatchi & Saatchi Düsseldorf
|
| Кампания |
The Choir Against Hate Speech
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| Рекламодатель |
Deutsche Telekom
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| Бренд |
Deutsche Telekom
|
| Posted | Ноябрь 2022 |
| Бизнес сектор | Корпоративные коммуникации
|
| История | Only 5% of people spread hate online. They ridicule, insult and intimidate, they degrade and hurt other people. And even though they are a minority of only 5%, the internet sometimes feels like a generally hateful place. Because hate is always loud. |
| Тип медиа |
Радио
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| Менеджер по рекламе |
Ulrich Klenke
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| Менеджер по рекламе |
Dr. Christian Hahn
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| Менеджер по рекламе |
Carolin Kunz
|
| Менеджер по рекламе |
Stefan Fox
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| Главный креативный директор |
Dennis May
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| Creative Director -Art |
Tomas Tulinius
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| Creative Director, Copywriter |
Stephan Schaefer
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| Продюсер агентства |
Insa Frerichs
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| Стратегический планировщик |
Maximilian Ginter
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| Коммерческий директор |
Katrin Spiegel
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| Специалист по работе с заказчиками |
Anne Schlicht
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| Продакшн Студия |
Tempomedia Filmproduktion GmbH FRANKFURT
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| Директор |
Henry Alex Rubin
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| Исполнительный продюсер |
Birgit Damen
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| Исполнительный продюсер |
Uli Jason Ulbrich
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| Оператор-постановщик |
Benoit Soler
|
| Music Prod Company |
Supreme Music
|
| Music Executive Producer |
Florian Lakenmacher
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| Music Executive Producer |
Jo Sandow
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