| Title | ST. PAULI PEEBACK |
| Brand | IG ST. PAULI |
| Product/Service | PUBLIC AWARENESS |
| Category |
A04. Targeted Ambient Media: Large Scale |
|
Entrant Company
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PUBLICIS PIXELPARK Hamburg, GERMANY
|
|
Advertising Agency
|
PUBLICIS PIXELPARK Hamburg, GERMANY
|
|
Production Company
|
MARKENFILM CROSSING Hamburg, GERMANY
|
Credits
| Timm Weber |
Publicis Pixelpark |
Executive Creative Director |
| Philipp Hentges |
Publicis Pixelpark |
Creative Director |
| Felipe Franco |
Publicis Pixelpark |
Creative Director |
| Nicole Grupski |
Publicis Pixelpark |
Account Manager |
| Axel Halasz |
Publicis Pixelpark |
Art Director |
| Oliver Hack |
Markenfilm Crossing Gmbh |
Executive Producer |
| Susan Barenberg |
Markenfilm Crossing Gmbh |
Producer |
| Max Kempe |
Virus |
Camera |
| Alexander Steinhoff |
Virus |
Film Director |
| Hannes Hönemann |
Infected Postproduction Gmbh |
Music/Sound |
Brief Explanation
St. Pauli is one of Germany’s most famous party districts. Public urination against walls is locally considered an enormous problem, ruins the district’s image and pisses off local residents.
That’s why we found a very direct way to address people who pee against these walls. Right at place of the problem, we provided the solution and made our message clear:
With a super-hydrophobic coating that is so water-repellant that urine splashes right back. This makes for wet pants and shoes – and has since caused a change in behavior, because drunks are brought to reason right where the problem happens.
As the video went viral and became global news, we raised awareness to the residents’ issue: They reported that the peeing incidents have reduced, not only where walls had been coated – as furthermore, we had previously announced to the media that not every wall carries a warning sign.
Creative Execution
After a two-weeks testing phase, the most suitable coating was chosen and ordered in large amounts. Within one week, it was applied by painters from the neighborhood to the most frequented walls in St. Pauli.
To maximize the campaign’s effect, we put up warning signs on the walls – and at the same time announced to the media that not every wall carries a warning sign.
Thereby we made it unpredictable for Wildpinklers – where walls would pee back, and where they wouldn’t, expanding the action’s effect onto entire St. Pauli.
According to the coating’s manufacturer, the hydrophobic effect lasts at least one year.
Results
Residents reported that the number of peeing incidents has reduced.
With zero media budget and seeding, the action’s video spread over the internet (approx. 5,000,000 YouTube clicks) and became global news.
International press coverage, television broadcasts, blog posts and social network attention led to over 200 million global media impressions.
This raised public awareness for the residents’ issue, created enormous publicity for the area and the Community of Interests. The action led to a worldwide fun and engaging discussion. The German term “Wildpinkler” gained international acknowledgment, and countless Memes on social platforms like 9GAG and Reddit followed.