Gesicht Zeigen!: Mein Kampf – Against Racism, 9

Credits & Description:

Agency: Ogilvy & Mather Berlin, Germany
Client: Gesicht Zeigen! An Association Encouraging People To Stand Against Racism In Ger
Product: Mein Kampf - Against Racism
Entrant: Ogilvy & Mather Berlin, Germany
Title: Mein Kampf – Against Racism
Product/Service: Mein Kampf - Against Racism
Idea Creation: Ogilvy & Mather Berlin, Germany
Media Placement: Europa Verlag Munich, Germany
Media Placement 2: Mindshare Frankfurt, Germany
Media Placement 3: Kinetic Worldwide Frankfurt, Germany
Media Placement 4: Europa Verlag Berlin, Germany
Media Placement 5: Europa Verlag Vienna, Austria
Pr: Carlsberg & Richter Munich, Germany
Pr 2: Barbara Stang Pr Berlin, Germany
Production: Pirates n Paradise Düsseldorf, Germany
Production 2: Tony Petersen Film Berlin, Germany
Production 3: Pas De Deux Berlin, Germany
Additional Company: Gesicht Zeigen! Berlin, Germany
Additional Company 2: Laif Agentur Fuer Photos & Reportagen Berlin, Germany
Additional Company 3: Vividgrey.De Berlin, Germany
Executive Creative Director: Tim Stuebane, Birgit van den Valentyn (Ogilvy Germany)
Creative Director: Bjoern Kernspeckt, Stese Wagner, Sebastian Kraus, Daniela Schmidt (Ogilvy Germany)
Art Director: Matthias Bauer, Philipp Bertisch, Andreas Richter, Stephan Westerwelle, Joschka Wolf, Colja Lorig, Michael Mogk (Ogilvy Germany)
Copywriter: Janne Sachse, Anke Roell (Ogilvy Germany)
Social Media Strategie: Rochus Landgraf (Ogilvy Germany)
Programmer: Robert Georgi (Ogilvy Germany)
Account Management: Carsten Kaiser, Stephen Kimpel, Patricia Podewin, Iskra Velichkova, Samet Akti (Ogilvy Germany)
Art Buyer: Martina Diederichs (Ogilvy Germany)
Editor: Lutz Meier (Freelancer)
Photographer: Dominik Thomas Butzmann (Laif/Agentur für Photos & Reportagen)
Post Production Press: Simon Geis (vividgrey.de)
Agency Producer: Georg Ilse (Ogilvy Germany)
Director, Film Producer: Florian Baeker (Tony Petersen Film GmbH)
Editor: Kathie Fischer (Tony Petersen Film GmbH)
Music & Sound: Kris Steininger (Pas de Deux)
Publisher: Christian Strasser (Europa Verlag, Berlin/Munich/Vienna)
Public Relations (Agency): Anna-Karina Berels, Anna-Lena Daniels, Laura Kolb, Julia Steckel (Ogilvy Germany)
Public Relations (External): Claus-Martin Carlsberg (Carlsberg & Richter GmbH & Co. KG)
Public Relations (External): Barbara Stang (Stang PR)
Advertiser's Supervisor: Uwe-Karsten Heye, Sophia Oppermann, Rebecca Weis (Gesicht Zeigen! An association encouraging people to stand against racism in Germany)
Chief Creative Officer: Dr. Stephan Vogel (Ogilvy Germany)
The Campaign
We stand against the re-publication of Hitler’s "Mein Kampf" in Germany with an open-minded book: "Mein Kampf – against racism"! Exactly at the same time of publication, taking the same title and layout as the original, our counterbook features 11 ¬people and their courageous struggle against racism. Touching stories of people like Mosche Dagan who survived a concentration camp, the granny Irmela Mensah-Schramm who removes Nazi graffiti or MTV host Wana Limar who had to face hate as a refugee child. With 168 pages in 11,000 books available in every bookstore in Germany and via Amazon we are fighting back. Using the tumult around the re-publication of Hitler’s “Mein Kampf” and turn it into a discussion about the current situation in Germany. Making clear that today more and more people had to struggle against racism again.
Creative Execution
Taking the same title, type and layout as the original, we created a positive conclusion against racism: our impactful counterbook „Mein Kampf – against racism“ shows one of 11 courageous strugglers against racism on the cover – with visually touching portrays.
Indication of how successful the outcome was in the market
With that kind of book we pleasently hit the nerve of time in Europe moving towards right-wing populism. "Mein Kampf – against racism" became the relevant topic across society. German celebrities like Germany’s No. 1 late-night talker supported and pushed the project.
"My Struggle – against racism" became "Our Struggle – against rascim".
Only one month after the release, the book with its campaign is huge success:
- Amazon top15 bestseller
- the first edition of 11,000 books is nearly sold out
- well attended lectures in bookstores
- huge social buzz and media resonance – from frontpage stories in popular newspapers to Thursday night TV Talkshows – led to 645 mio contacts and gross media equivalency value of 14,8 mio Euro
- we reduced the sentiment ratio of Hitler’s "Mein Kampf" by 12 points in social web – that means: people were mobilised to comment against the Nazi manifesto
The book (and the campaign) should
1. reclaim the conception of the two words “Mein Kampf” from the Nazis
2. create a spectacular trigger for PR and Social media to talk about the current situation of the society in Germany
3. inspire and encourage everyone in Germany to stand up against right-wing extremism in daily life.
To activate people buy the book, we made them to activists, too: Every buyer joins the struggle against racism, because 1 Euro from every book sold is donated to the association “Gesicht Zeigen!”.