Title	NAZIS AGAINST NAZIS- GERMANY´S MOST INVOLUNTARY CHARITY WALK
Brand	ZDK GESELLSCHAFT DEMOKRATISCHE KULTUR
Product/Service	EXIT-DEUTSCHLAND
Category	A05. Branded Live Experience
Entrant Company	GRABARZ & PARTNER Hamburg, GERMANY
Contributing Company	GRABARZ & PARTNER Hamburg, GERMANY
Contributing Company 2	GGH LOWE Hamburg, GERMANY
Production Company	27 KILOMETER ENTERTAINMENT Hamburg, GERMANY
Production Company 2	HARVEST DIGITAL AGRICULTURE Hamburg, GERMANY
Production Company 3	STUDIO FUNK Hamburg, GERMANY

Name	Company	Position
Fabian Wichmann	Zdk Gesellschaft Demokratische Kultur Ggmbh	Client Account Director
Ralf Heuel	Grabarz Und Partner	Chief Creative Officer
Florian Grimm	Ggh Lowe	Chief Creative Officer
Jan Wiendieck/Boris Grunwald	Ggh Lowe	Creative Director
Philipp Schwartz	Ggh Lowe	Concept/Strategy
Ina Bach	Grabarz Und Partner	Concept
Philipp Schwartz/Fabian Wichmann		Idea
Ina Bach	Grabarz Und Partner	Account Manager
Miriam Mückner	Ggh Lowe	Online Project
Matthaeus Bauer/Michael Martin	Ggh Lowe	Copywriter
Alina Meisenbach	Grabarz Und Partner	Copywriter
Fiete Luehn/Anne-grit Maier	Ggh Lowe	Art Director
Yasemin Boyraz	Grabarz Und Partner	Art Director
Robert Stoof	Ggh Lowe	Art Direction (online)/Screen Design
Jens Gardeler	Ggh Lowe	Web Development
Ulrich Erdmann	Grabarz Und Partner	Digital Director
Michael Sturm	Ggh Lowe	Motion Design
Steffen Zoernig	Ggh Lowe	Technical Director
Martin Kaeswurm	27 Kilometer Entertainment Gmbh	Director Of Photography
Mark Broszeit	27 Kilometer Entertainment Gmbh	Editor

The Campaign

For 15 years, the initiative EXIT-Deutschland has been successfully helping neo-Nazis quit the far-right scene. Yet, despite this socially important and effective work, the initiative lacks sufficient funding and has to fight for its own existence every year. The small German town of Wunsiedel is also fighting against right-wing extremists who are exploiting their right to demonstrate and overrunning the city. But on 15 November 2014, we surprised the neo-Nazis at their annual march in Wunsiedel and turned their demonstration into a charity walk for EXIT-Deutschland. For every metre the neo-Nazis covered, €10 went to EXIT-Deutschland (the money was collected from citizens and regional companies beforehand). Motivated by banners and bananas, the neo-Nazis went the full distance and raised €10,000 to help their own members leave the scnene.

With a budget of just €5,000 (spent mainly on banners and bananas), we not only let the neo-Nazis raise €10,000 for their own demise, but reached more than 24 million people in Germany through national TV and print coverage alone. We also got more than 279 million impressions through social media. But even more importantly: 6,900 people clicked on the EXIT button on our website, and a huge number of voluntary donors quickly doubled the original sum of €10,000. So in the end, all sides got what they deserved: Wunsiedel and EXIT-Deutschland got positive PR, society a new form of protest and the neo-Nazis the chance to leave the far-right scene.

On 15 November 2014, we secretly turned the annual neo-Nazi march in the small German town of Wunsiedel into something positive: a charity walk for EXIT-Deutschland, an NGO that helps neo-Nazis leave the far-right scene. The moment the neo-Nazis took their first step, we started the live coverage and provided lots of branded content. In the end, we not only amazed millions of people in Germany, but also made the work of EXIT-Deutschland famous virtually overnight.