Title	ANTONYMOUS - THE DIGITAL SMOKE BOMB
Brand	PIRATENPARTEI DEUTSCHLAND
Product/Service	ANTONYMOUS - THE DIGITAL SMOKE BOMB
Category	C07. Corporate Image & Communication
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

Brief Explanation

Google’s data collection makes us transparent. The Pirate Party wants to raise awareness for the problem, with 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. Now, whatever you search, 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 bit more difficult to target and profile us.

Results and Effectiveness

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.

Creative Execution

We want to challenge Google, one of the world’s most innovate companies. So we have to be innovative as well. We created an interactive website that works like an “opposite search engine”. Antonymous is an online tool that 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. Naturally Antonymous is programmed to automatically open on the fake results. The misleading data distorts the Internet users’ digital identities, which makes them less transparent.

Insights, Strategy and the Idea

The Pirate Party raises awareness where the problem is actually rooted: in the web. Therefore, an online tool was developed – Antonymous, the digital smoke bomb. The Pirate Party’s electorate has a high affinity to digital topics and social media. So we not only informed them about Google’s data collection. We created an online tool that made it possible for people to actually fight data collection by themselves. Antonymous, as well as its created search results were shared on social media. So every clicked, liked or commented antonym contributed to the campaign’s goal: raise awareness.