2016 Promo & Activation

#PAINTBACK

Title#PAINTBACK
BrandLEGACY STORE BERLIN
Product/ServiceLEGACY STORE BERLIN
Category E02. Low Budget Campaign
Entrant HEIMAT Berlin, GERMANY
Idea Creation HEIMAT Berlin, GERMANY
Credits
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.

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.