Gesicht Zeigen!: Mein Kampf - Against Racism, 2

Credits & Description:

Client: Gesicht Zeigen! Association For A Cosmopolitan, Liberal-Minded Germany
Title: Mein Kampf - Against Racism
Category: Charities / Non-Profit Organizations / Fundraising
Agency: Ogilvy Germany /
Art Director: Matthias Bauer, Philipp Bertisch, Andreas Richter, Stephan Westerwelle, Joschka Wolf, Collja Lorig, Michael Mogk
Writer: Janne Sachse, Anke Roell
Chief Creative Officer: Dr. Stephan Vogel
Creative Director: Bjoern Kernspeckt, Stese Wagner, Sebastian Kraus, Daniela Schmidt
Production Company: Tony Petersen Film Gmbh / Berlin, vividgrey.de / Berlin, Mindshare Gmbh / Frankfurt, Kinetic Worldwide Germany Gmbh / Frankfurt, Pas de Deux / Berlin, Laif Agentur für Photos & Reportagen / Berlin, Pirates ‘N Paradise / Berlin
Agency Producer: Georg Ilse
Creative Team: Rochus Landgraf, Martina Diederichs, Lutz Meier (copy editor), Florian Baeker (Director), Kathie Fischer (Editor), Christian Strasser (Publisher), Anna-Karina Berels (Pr), Anna-Lena Daniels (Pr), Laura Kolb (Pr), Julia Steckel (Pr), Barbara Stang (Pr), Claus-Martin Carlsberg (Pr), Simon Geis (Post Produktion Press), Kris Steininger (Music & Sound), Robert Georgi (Programmer), Christian Scholz, Dietmar Birkner
Executive Creative Director: Tim Stuebane, Birgit van den Valentyn
Photographer: Dominik Thomas Butzman
Pr / Marketing: Europa Verlag Gmbh & Co. Kg / Munich, Carlsberg & Richter Gmbh & Co. Kg/Stang Pr / Munich/Berlin
Synopsis:
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.