NAZIS AGAINST NAZIS- GERMANY´S MOST INVOLUNTARY CHARITY WALK
Brand
ZDK GESELLSCHAFT DEMOKRATISCHE KULTUR
Product/Service
EXIT-DEUTSCHLAND
Category
B08. Charities, Public Health, Safety & Awareness Messages
Entrant Company
GGH LOWE Hamburg, GERMANY
Advertising Agency
GRABARZ & PARTNER Hamburg, GERMANY
Advertising Agency 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
Credits
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
Creative Execution
As the neo-Nazis set off, so did a meticulously planned digital campaign. Via the microsite, Twitter, Facebook and carefully chosen, previously informed social media influencers, we started the live coverage. Even during the march, 21,000 people visited the microsite and were able to follow what was happening in Wunsiedel in real time – thanks to the interactive map, the live ticker and the social media wall. Three hours after the neo-Nazis crossed the finishing line, another element of the campaign went online: a video for the general public.
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.
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 funds 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 something positive: 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 scene.