Piece #1

  • Mein Kampf - against racism
  • Piece #2

  • Mein Kampf - against racism


Piece #1 - Mein Kampf - against racism


Company:
Ogilvy Germany
Award:
AME Gold Medallion
Brand:
Mein Kampf - against racism
Title:
Mein Kampf - against racism
Country:
GERMANY
Competition:
use of discipline
Category:
public relations

Talent Credits

  1. Dr. Stephan Vogel - Chief Creative Officer
  2. Tim Stuebane - Executive Creative Director
  3. Birgit van den Valentyn - Executive Creative Director
  4. Bjoern 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. Bjoern 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 words “Mein Kampf” from the Nazis 2. create a spectacular trigger for PR and social media to ignite a discussion 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: Our campaign made the book the relevant topic across society: - bookmailing activating influencers. - We activated German celebrities as our contributers: Germany's No.1 late-night talker, MTV hosts, digital leaders, punk rockers, actors, … Results: - 645 million contacts via earned media worth 14.8 million Euro



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