Title | #PAINTBACK |
Brand | LEGACY STORE BERLIN |
Product/Service | LEGACY STORE BERLIN |
Category |
E02. Low Budget Campaign |
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.
The Brief
Overall budget: 13.000€
Media spend: 3.000€
Cost per piece: The motives were created and documented on two days. Each day costed approx. 3.500€.
The remaining 3000€ were used for material (spray cans, paint, brushes), the production of the #PaintBack magazine and the production of the PaintBack stencils.
Campaign Success
All over Berlin artists painted back and got the idea going. The city became their medium – and media coverage followed.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Far beyond the graffiti scene, #PaintBack activated people to take action against radicalism by showing them a fun way how.
Making the Legacy Graffiti Store an inspirational source and a gathering place for the open-minded graffiti community and society.
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.