Title	ANTONYMOUS - THE DIGITAL SMOKE BOMB
Brand	PIRATENPARTEI DEUTSCHLAND
Product/Service	ANTONYMOUS - THE DIGITAL SMOKE BOMB
Category	H01. Branded Tech online (incl. Digital Products, Utilities & Tools)
Entrant Company	SERVICEPLAN Munich, GERMANY
Advertising Agency	SERVICEPLAN Munich, GERMANY
Advertising Agency 2	PLAN.NET Munich, GERMANY
Media Agency	MEDIAPLUS Munich, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Christoph Nann	Serviceplan	Executive Creative Director
Wolf-Eike Galle	Serviceplan	Creative Director
Oliver Olsen	Serviceplan	Creative Director
Christoph Schoenbaeck	Serviceplan	Copywriter
Maurice Christoph Sarnacki	Serviceplan	Copywriter
Andrej Krahne	Serviceplan	Copywriter/Art Director
Alexander Fleischer	Serviceplan	Account Supervisor
Robin Stolp	Serviceplan	Account Manager
Yves Haltner	FAUST	Illustrator
Bjoern Paprycka	BurnPepper Productions	Screendesign

Creative Execution

Antonymous is an interactive website that works like an “opposite search engine”. The online tool accesses a growing database providing users with numerous antonyms. Every search request is transformed in the exact opposite in order to generate fake search results. Various online dictionaries were combined with 10 thousands of additionally created antonyms. Antonymous is also programmed to automatically open the fake results. This makes Google believe that the user has searched – and found – the exact opposite meaning of the actual search request. The misleading data distorts the Internet users’ digital identities, which makes them less transparent.

With up to 800.000 page views per day, the Pirate Party’s website made Antonymous available to a large audience. Followers shared Antonymous on social media and the digital smoke bomb was featured on blogs and websites. The users’ favorite fake search results we shared, liked and commented, which triggered discussions about data privacy. In this way, the “digital smoke bomb” not only made it more difficult for Google to target and profile its users. Antonymous also managed to draw the users’ attention on one of the Pirate Party’s most relevant political issues.

We are transparent – from our jobs to our holiday plans, from our family planning to our sexual preferences. Each of our search requests helps an American Internet giant to get to know us better than our own families. The Pirate Party stands for civil rights and sees Google’s massive data collection as a threat for privacy and freedom. To raise awareness for this problem, we created Antonymous – the digital smoke bomb. It confuses Google with a simple trick: Once you’ve opened the Antonymous page in the browser, you can start your Google search. But now, whenever you type in your search request, Antonymous additionally googles its antonym – the opposite – at the same time. If you google “woman”, Antonymous googles “man” in the background. “Holiday” and “UK” becomes “work” and “USA”. In this way, we send ambiguous data to Google making it a little more difficult to target and profile us.