Case Film

Presentation Image

Title	#PAINTBACK
Brand	LEGACY STORE BERLIN
Product/Service	LEGACY STORE BERLIN
Category	D04. Brand Installation & Experience
Entrant	HEIMAT Berlin, GERMANY
Idea Creation	HEIMAT Berlin, GERMANY

Name	Company	Position
Guido Heffels	HEIMAT Berlin	Chief Creative Officer
Matthias Storath	HEIMAT Berlin	Executive Creative Director
Iken Keune	HEIMAT Berlin	Art Director
Martin Glöckner	HEIMAT Berlin	Art Director
Matthias Storath	HEIMAT Berlin	Copywriter
Thomas Insel	HEIMAT Berlin	Copywriter
Sebastian Stumpf	HEIMAT Berlin	Copywriter
Elisabeth Treichel	HEIMAT Berlin	Agency Account Manager
Alexander Münzer	HEIMAT Berlin	Agency Producer
Katrin Zillinger	HEIMAT Berlin	Agency Producer
Marco Thau	HEIMAT Berlin	Editor
Jonas Schubert	HEIMAT Berlin	Editor
André Kadanik	HEIMAT Berlin	Production
Jonas Schubert	HEIMAT Berlin	Production
Chris Gerlach	HEIMAT Berlin	Production
Paul Aiden Perry	-	Photographer

The Campaign

Supported by their community's favourite paint they encouraged people: Let’s #PaintBack. Swastikas, symbols of hate, were changed into graffiti pieces of joy. They were turned into flower pots, animals, flies, busting bubbles. And through graffiti, open-mindedness reclaimed the streets.

Creative Execution

All over Berlin artists painted back and got the idea going. The city became their medium – and media coverage followed.

Indication of how successful the outcome was in the market

The idea went viral immediately. #PaintBack spread globally. Reaching 100 million ad impressions, 5 million euro in earned media and more than 10 million video views. But more importantly,places of fear turned back into places of joy. And changed the reputation of graffiti once and for all.

An online film, magazines, posters and workshops inspired people and spreat the word. It started within the graffiti community, knowing once the idea is launched it would unfold its power.