Winners & Shortlists

MASTURHATE

TitleMASTURHATE
BrandOSF - OPEN SOCIETY FOUNDATION
Product/ServicePUBLIC INTEREST
Category F01. ENGAGEMENT PLATFORM
Entrant Company ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Advertising Agency ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Credits
Name Company Position
Peter Darovec Istropolitana Ogilvy Creative Director
Brano Bezak Istropolitana Ogilvy Creative Director
Michal Moravec Istropolitana Ogilvy Copywriter
Vlado Jancek Istropolitana Ogilvy Copywriter
Michal Moravec Istropolitana Ogilvy Art Director
Michal Hornicky Istropolitana Ogilvy Art Director

Creative Execution

We created a tool for public - a hashtag - #masturhate in order to mock everyone, who spreads hate speech on the internet. All hashtags are brought together to a feed on the website: http://idontmasturhate.com/?lang=en and also used in context, not just make fun of haters, but also bring attention to campaign against online hate.

The campaign and the hashtag spread all across the Europe. It gained a lot of free media coverage, was picked by iCNN and other online or offlin media. Young people started to use the hashtag, mock the haters and show their support on homepage, Facebook, Instagram and Twitter.

Two young Art Directors from our company - Michal Moravec and Michal Hornicky created a Young Lions campaign against internet hate speech - a simple hashtag - #masturhate. Their idea was so successful, that it was brought to life by Open Society Foundation. OSF organized in cooperation with their partners from Hungary, Czech Republic, Austria and Italy a campaign around a hashtag. Center of the campaign became the website: http://idontmasturhate.com/?lang=en