Goldeimer: Case study

Credits & Description:

Brand GOLDEIMER
Entrant PHILIPP UND KEUNTJE HAMBURG
PHILIPP UND KEUNTJE Hamburg, Germany Entrant Company
PHILIPP UND KEUNTJE Hamburg, Germany Idea Creation
SIEMER VERPACKUNG Ronnenberg, Germany Production
AUFSTEHEN GEGEN RASSISMUS! Berlin, Germany Additional Company
SUXEEDO Berlin, Germany Additional Company
SWAT.IO Vienna, Austria Additional Company
DELIKATESSEN Hamburg, Germany Additional Company
Diether Kerner Philipp und Keuntje Creative Direction
Sönke Schmidt Philipp und Keuntje Creative Direction
Philip Wienberg Philipp und Keuntje Creative Direction
Cesrin Schneider Philipp und Keuntje Art Direction
Kerstin Krüger Philipp und Keuntje Idea and Art Direction
Verena Klimek Philipp und Keuntje Art Direction
Moritz Franke Philipp und Keuntje Idea and Copywriting
David Soler Philipp und Keuntje Copywriting
Katharina Moniatis Philipp und Keuntje Project Management
Kerstin Dirks Philipp und Keuntje Project Management
Trudi Steinbuss Delikatessen Product Design
Patrick Solle INDIGOKIND Case Film: Producer/Cinematographer/Editor
Jannis Solle INDIGOKIND Case Film: Producer/Cinematographer/Editor
Johanna Blevins Philipp und Keuntje Case Film: Agency Producer
Sascha Würker Philipp und Keuntje Case Film: Cinematographer
Jan-Gero Kleist Philipp und Keuntje Case Film: Editor
Synopsis
During the German federal election in 2017, the tone and manners of the right-wing campaigns evoked memories from the Third Reich. Right-wing populists spread their fascist propaganda all over the country and stirred up hatred among the Germans.
For Goldeimer, a toilet paper producer with political attitude, the situation needed to change. The pointless hate had to turn into something good.
The goal was to raise awareness of the actual threat coming from right-wing populists. Therefore, the design process followed the rule “the medium is the message” and resulted in a product with a strong political statement. According to Goldeimer’s brand positioning and the project’s execution, the design needed to be authentic, ironic and loud.
Goldeimer accompanied the federal election for several months and acquired thousands of volunteers all over Germany. Together, they collected truckloads of hate propaganda and Goldeimer produced thousands of toilet paper rolls from it.
Outcome
100% of the profits were donated to CURA. Starting with 0€, a media value of over 1.6 million euros was generated.
“Shitty Paper – Made from hate” rewards all volunteers in a tangible way for their efforts. Thanks to the exclusive design, including a unique product number, every roll feels unique.
In just four months, the project reached over 10 million people and became trending topic on Twitter. The Hatred Collection Kit was even discussed in the German parliament. All supporters, even non-political people, demonstrated great effort in collecting hate propaganda and donating to those in need.
“Shitty Paper – Made from hate” was sold out in less than 24 hours.
The goal to turn hate propaganda into a product with an opposing political message was achieved successfully.
Many considerable German and international media reported about “Shitty Paper – Made from hate” in a very positive way.
Execution
The packaging’s form and function is based on Rebelzer’s caricature of a Nazi called “Freak”. The tear-off edge and other elements match the illustration.
The interactive packaging communicates with the consumer with amusing details.
For the first time ever, hate propaganda was used to produce toilet paper. Only FSC-certified cardboard was used for the packaging. The illustration and typography appear on all elements of the special edition.
Thanks to the exclusive illustration and typography, every roll is designed to feel unique.
Gifs, signs, posters and recognizable trashcans with different motives were designed.
The whole packaging was developed around the Nazi caricature “Freak” by Rebelzer.
Goldeimer accompanied the federal election for months and acquired thousands of volunteers all over Germany. Together, they collected truckloads of hate propaganda and Goldeimer produced thousands of toilet paper rolls from it.
Campaign Description
Goldeimer’s “Shitty Paper – Made from hate” is the first toilet paper made out of recycled hate propaganda. Volunteers from many German cities joined Goldeimer to collect truckloads of hateful prints. This paper was shredded and recycled to become “Shitty Paper – Made from hate”. The exclusive design and packaging conveys the project’s message: what comes out of a right-wing extremist’s mouth has no better purpose than to wipe your butt with it. All profits from this project were donated to victims of right-wing violence in Germany.
The “Freak”, a Nazi caricature developed exclusively for “Shitty Paper – Made from hate” by the world famous street artist Rebelzer, integrates perfectly into Goldeimer’s CI and political attitude.
Every German citizen concerned about the influence of right-wing populists was part of the target audience, whether they already fought right-wing populism or waited for an opportunity to do so.