Piece #1

  • The tear-off-posters for 'Mein Kampf - against racism'
  • Piece #2

  • The tear-off-posters for 'Mein Kampf - against racism'


Piece #1 - The tear-off-posters for 'Mein Kampf - against racism'


Company:
Ogilvy Germany
Award:
AME Gold Medallion
Brand:
Mein Kampf - against racism
Title:
The tear-off-posters for 'Mein Kampf - against racism'
Country:
GERMANY
Competition:
use of medium
Category:
guerrilla / alternative media

Talent Credits

  1. Dr. Stephan Vogel - Chief Creative Officer
  2. Tim Stuebane - Executive Creative Director
  3. Birgit van den Valentyn - Executive Creative Director
  4. Björn Kernspeckt - Creative Director
  5. Stese Wagner - Creative Director
  6. Sebastian Kraus - Creative Director
  7. Daniela Schmidt - Creative Director
  8. Matthias Bauer - Art Director
  9. Philipp Bertisch - Art Director
  10. Andreas Richter - Art Director
  11. Stephan Westerwelle - Art Director
  12. Joschka Wolf - Art Director
  13. Colja Lorig - Art Director
  14. Michael Mogk - Art Director
  15. Jan Sachse - Copywriter
  16. Anke Roell - Copywriter
  17. Carsten Kaiser - Account Management
  18. Stephen Kimpel - Account Management
  19. Patricia Bodewin - Account Management
  20. Iskra Velichkova - Account Management
  21. Dr. Stephan Vogel - Chief Creative Officer
  22. Tim Stuebane - Executive Creative Director
  23. Birgit van den Valentyn - Executive Creative Director
  24. Björn Kernspeckt - Creative Director
  25. Stese Wagner - Creative Director
  26. Sebastian Kraus - Creative Director
  27. Daniela Schmidt - Creative Director
  28. Matthias Bauer - Art Director
  29. Philipp Bertisch - Art Director
  30. Andreas Richter - Art Director
  31. Stephan Westerwelle - Art Director
  32. Joschka Wolf - Art Director

Campaign Summary

Cause: Hitler’s “Mein Kampf“ (My Struggle), the Nazi propaganda book, can be published once again in Germany after its 70-year copyright expired – while new right-wing extremism grows. Strategy: 1. reclaim the conception of the 2 words “Mein Kampf” from the Nazis 2. create a spectacular content trigger 3. wake up and encourage the silent majority Idea: “Gesicht Zeigen!”, a non-profit association encouraging people to stand against racism, fights back – with a book: "Mein Kampf – against racism"! By taking the same title, type and layout as the original, we created a counterbook featuring 11 courageous strugglers against racism. Execution: We promoted the book launch with a provocative poster campaign. Results: We instinctively woke up the sleeping struggler in all of us: 90% of the posters were torn down and 50% exchanged into “Mein Kampf – against racism”. The counterbook became the relevant topic across society – and top15 bestseller on Amazon.



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