| Title | ST. PAULI PEEBACK |
| Brand | IG ST. PAULI |
| Product/Service | PUBLIC AWARENESS |
| Category |
E01. Social Video |
|
Entrant Company
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PUBLICIS PIXELPARK Hamburg, GERMANY
|
|
Advertising Agency
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PUBLICIS PIXELPARK Hamburg, GERMANY
|
|
Production Company
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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 |
Creative Execution
The action was documented with a video that, with zero media budget and zero seeding, quickly became viral and global news.
Residents reported that the number of peeing incidents has reduced where walls had been coated.
The action’s video acquired over 4,000,000 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 created enormous publicity for the area, its people and the Community of Interests. We led to a worldwide fun and engaging discussion. Countless Memes on social platforms followed.
Many large events inquired, such as the Oktoberfest. Australia and India are discussing whether to pee back, too.
The coating’s manufacturer sold out in Germany.
With over 20 million visitors, St. Pauli is one of Germany’s most famous party districts. Public urination against walls is locally considered an enormous problem. This ruins the district’s image and pisses off local residents who love their rough-charmed district and who are known for their coarse sense of humor.
That’s why we found a funny way to solve the problem and address people who pee against these walls – often drunk and not interested in bureaucratic warnings.
We applied a super-hydrophobic coating to highly frequented walls. The coating 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 on the internet, saw global media coverage and became worldwide news in a fun and engaging discussion, residents reported that the peeing incidents have reduced.