Title	THE TEAR-OFF –POSTERS FOR "MEIN KAMPF – AGAINST RACISM"
Brand	GESICHT ZEIGEN!
Product/Service	“MEIN KAMPF – AGAINST RACISM”
Category	A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant	OGILVY & MATHER BERLIN, GERMANY
Idea Creation	OGILVY & MATHER BERLIN, GERMANY
Media Placement	EUROPA VERLAG Munich, GERMANY
Media Placement 2	EUROPA VERLAG Berlin, GERMANY
Media Placement 3	EUROPA VERLAG Vienna, AUSTRIA
PR	CARLSBERG & RICHTER Munich, GERMANY
PR 2	BARBARA STANG PR Berlin, GERMANY
Production	PIRATES 'N PARADISE Düsseldorf, GERMANY
Production 2	TONY PETERSEN FILM Berlin, GERMANY
Production 3	PAS DE DEUX Berlin, GERMANY
Additional Company	GESICHT ZEIGEN! Berlin, GERMANY
Additional Company 2	LAIF AGENTUR FUER PHOTOS & REPORTAGEN Berlin, GERMANY
Additional Company 3	VIVIDGREY.DE Berlin, GERMANY

Name	Company	Position
Dr. Stephan Vogel	Ogilvy Germany	Chief Creative Officer
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
Rochus Landgraf	Ogilvy Germany	Social Media Strategie
Robert Georgi	Ogilvy Germany	Programmer
Carsten Kaiser, Stephen Kimpel, Patricia Podewin, Iskra Velichkova, Samet Akti	Ogilvy Germany	Account Management
Martina Diederichs	Ogilvy Germany	Art Buyer
Lutz Meier	Freelancer	Copy Editor
Dominik Thomas Butzmann	Laif/Agentur für Photos & Reportagen	Photographer
Simon Geis	vividgrey.de	Post Production Press
Georg Ilse	Ogilvy Germany	Agency Producer
Florian Baeker	Tony Petersen Film GmbH	Director, Film Producer
Kathie Fischer	Tony Petersen Film GmbH	Editor
Kris Steininger	Pas de Deux	Music & Sound
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

The Campaign

We stand against the re-publication of Hitler’s "Mein Kampf" in Germany with an open-minded book: "Mein Kampf – against racism"! 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 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. In 11,000 books available in every bookstore in Germany and via Amazon we are fighting back. Using the tumult around “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. With our tear-off-posters we wanted to wake up sleeping strugglers against racism: tearing off “Mein Kampf” poster, they will be rewarded with our “Mein Kampf – against racism” book.

Creative Execution

We promoted the counterbook with a provocative poster campaign showing Hitler’s “Mein Kampf“. And instinctively woke up the sleeping struggler in all of us: by ripping off the Hitler poster, our bookcover poster appeared with one courageous struggler against racism – taking the title, type and layout as the original. The torn-down poster worked as a voucher, rewarding everyone with a free book "Mein Kampf – against racism" in participating bookstores nearby.

90% of the posters were torn down, 50% exchanged into “Mein Kampf – against racism”. We pleasently hit the nerve of time in a Europe moving towards right-wing populism. The counterbook became the relevant topic across society. German celebrities like Germany’s No.1 late-night talker pushed the project. "My Struggle – against racism" became "Our Struggle – against rascim". After one month, the book with its campaign is a huge success: - Amazon top15 bestseller - 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

Our poster campaign is based on a special media solution by using the poster placement innovatively twice. When people ripped off the first soft posted poster layer with a provocative motif, the second poster with a positive conclusion appeared underneath. Additionally the torn-down poster worked as a voucher for a free book.

Insights, Strategy and the Idea

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. wake up, inspire and encourage the silent majority in Germany to stand up against increasing right-wing extremism in daily life.