| Title | #PAINTBACK |
| Brand | LEGACY STORE BERLIN |
| Product/Service | LEGACY STORE BERLIN |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
|
Entrant
|
HEIMAT Berlin, GERMANY
|
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
Credits
| 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.
Execution
All over Berlin artists painted back and got the idea going. The city became their medium – and media coverage followed.
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.
The Situation
Le Figaro, The New York Times, Cosmopolitan – with a tiny budget #PaintBack generated a huge PR impact. Nearly every renowned blog, tv-station, or newspaper in Germany and large sections of the international press picked up on it.
The Strategy
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.