MEIN KAMPF – AGAINST RACISM
| Title | MEIN KAMPF – AGAINST RACISM |
| Brand | GESICHT ZEIGEN! AN ASSOCIATION ENCOURAGING PEOPLE TO STAND AGAINST RACISM IN GER |
| Product/Service | MEIN KAMPF - AGAINST RACISM |
| Category |
B04. Posters |
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Entrant
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OGILVY & MATHER BERLIN, GERMANY
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Idea Creation
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OGILVY & MATHER BERLIN, GERMANY
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Media Placement
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EUROPA VERLAG Munich, GERMANY
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Media Placement 2
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MINDSHARE Frankfurt, GERMANY
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Media Placement 3
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KINETIC WORLDWIDE Frankfurt, GERMANY
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Media Placement 4
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EUROPA VERLAG Berlin, GERMANY
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Media Placement 5
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EUROPA VERLAG Vienna, AUSTRIA
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PR
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CARLSBERG & RICHTER Munich, GERMANY
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PR 2
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BARBARA STANG PR Berlin, GERMANY
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Production
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PIRATES 'N PARADISE Düsseldorf, GERMANY
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Production 2
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TONY PETERSEN FILM Berlin, GERMANY
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Production 3
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PAS DE DEUX Berlin, GERMANY
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Additional Company
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GESICHT ZEIGEN! Berlin, GERMANY
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Additional Company 2
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LAIF AGENTUR FUER PHOTOS & REPORTAGEN Berlin, GERMANY
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Additional Company 3
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VIVIDGREY.DE Berlin, GERMANY
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Credits
| Tim Stuebane, Birgit van den Valentyn |
Ogilvy Germany |
Executive Creative Director |
| Bjoern Kernspeckt, Stese Wagner, Sebastian Kraus, Daniela Schmidt |
Ogilvy Germany |
Creative Director |
| Matthias Bauer, Philipp Bertisch, Andreas Richter, Stephan Westerwelle, Joschka Wolf, Colja Lorig, Michael Mogk |
Ogilvy Germany |
Art Director |
| Janne Sachse, Anke Roell |
Ogilvy Germany |
Copywriter |
| Carsten Kaiser, Stephen Kimpel, Patricia Podewin, Iskra Velichkova, Samet Akti |
Ogilvy Germany |
Account Management |
| Martina Diederichs |
Ogilvy Germany |
Art Buyer |
| Dominik Thomas Butzmann |
Laif/Agentur für Photos & Reportagen |
Photographer |
| Christian Strasser |
Europa Verlag, Berlin/Munich/Vienna |
Publisher |
| Anna-Karina Berels, Anna-Lena Daniels, Laura Kolb, Julia Steckel |
Ogilvy Germany |
Public Relations (Agency) |
| Claus-Martin Carlsberg |
Carlsberg & Richter GmbH & Co. KG |
Public Relations (External) |
| Barbara Stang |
Stang PR |
Public Relations (External) |
| Uwe-Karsten Heye, Sophia Oppermann, Rebecca Weis |
Gesicht Zeigen! An association encouraging people to stand against racism in Germany |
Advertiser's Supervisor |
| Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer |
| Christian Scholz |
Mindshare GmbH |
Media Manager |
| Dietmar Birkner |
KINETIC WORLDWIDE GERMANY GMBH |
Media Manager |
| Simon Geis |
vividgrey.de |
Post Production Press |
| Lutze Meier |
Freelancer |
Copy Editor |
The Campaign
We stand against the re-publication of Hitler’s "Mein Kampf" in Germany with an open-minded book: "Mein Kampf – against racism"! Exactly at the same time of publication, taking the same title and layout as the original, our counterbook features 11 ¬people and their courageous struggle against racism. Touching stories of people like Mosche Dagan who survived a concentration camp, the granny Irmela Mensah-Schramm who removes Nazi graffiti or MTV host Wana Limar who had to face hate as a refugee child. With 168 pages in 11,000 books available in every bookstore in Germany and via Amazon we are fighting back. Using the tumult around the re-publication of Hitler’s “Mein Kampf” and turn it into a discussion about the current situation in Germany. Making clear that today more and more people had to struggle against racism again.
Creative Execution
We promoted "Mein Kampf – against racism" with an impactful campaign, among it: posters. Out of the 11 portrays of our courageous strugglers against racism on the book cover, we created 11 visually stunning motifs in big size. Again, we took the same title, type and layout as Hitler’s original and created a provocative, but positive conclusion against racism.
Indication of how successful the outcome was in the market
With that kind of book we pleasently hit the nerve of time in a Europe moving towards right-wing populism. "Mein Kampf – against racism" became the relevant topic across society. German celebrities like Germany’s No. 1 late-night talker supported and pushed the project.
"My Struggle – against racism" became "Our Struggle – against rascim".
Only one month after the release, the book with its campaign is huge success:
- Amazon top15 bestseller
- the first edition of 11,000 books is nearly sold out
- well attended lectures in bookstores
-huge social buzz and media resonance – from frontpage stories in popular newspapers to Thursday night TV Talkshows – led to 645 mio contacts and gross media equivalency value of 14,8 mio Euro
- we reduced the sentiment ratio of Hitler’s "Mein Kampf" by 12 points in social web – that means: people were mobilised to comment against the Nazi manifesto
The book and the campaign should
1. reclaim the conception of the two words “Mein Kampf” from the Nazis
2. create a spectacular trigger for PR and social media to talk about the current situation of the society in Germany
3. inspire and encourage everyone in Germany to stand up against right-wing extremism in daily life.
To activate people buy the book, we made them to activists, too: Every buyer joins the struggle against racism, because 1 Euro from every book sold is donated to the association “Gesicht Zeigen!”.