Title	SHITTY PAPER – MADE FROM HATE
Brand	GOLDEIMER
Product/Service	SHITTY PAPER – MADE FROM HATE
Category	C01. Guerrilla Marketing & Stunts
Entrant	PHILIPP UND KEUNTJE Hamburg, GERMANY
Idea Creation	PHILIPP UND KEUNTJE Hamburg, GERMANY
Production	AUFSTEHEN GEGEN RASSISMUS! Berlin, GERMANY
Production 2	SUXEEDO Berlin, GERMANY
Production 3	SWAT.IO Vienna, AUSTRIA
Production 4	DELIKATESSEN Hamburg, GERMANY
Production 5	SIEMER VERPACKUNG Ronnenberg, GERMANY
Additional Company	GOLDEIMER GEMEINNüTZIGE GMBH Hamburg, GERMANY

Name	Company	Position
Diether Kerner	Philipp und Keuntje	Chief Creative Officer
Sönke Schmidt	Philipp und Keuntje	Executive Creative Director
Philip Wienberg	Philipp und Keuntje	Executive Creative Director
Cesrin Schneider	Philipp und Keuntje	Art Director
Kerstin Krüger	Philipp und Keuntje	Art Director (Idea Creation)
Verena Klimek	Philipp und Keuntje	Art Director Intern
Moritz Franke	Philipp und Keuntje	Senior Copywriter (Idea Creation)
David Soler	Philipp und Keuntje	Copywriter Intern
Katharina Moniatis	Philipp und Keuntje	Project Manager
Kerstin Dirks	Philipp und Keuntje	Account Director
Trudi Steinbuss	Delikatessen	Product Design
Philipp Ciba	Philipp und Keuntje	Strategy
Benjamin Grabbe	Philipp und Keuntje	Strategy
Johanna Blevins	Philipp und Keuntje	Agency Producer
Sascha Würker	Philipp und Keuntje	Cinematographer
Jan-Gero Kleist	Philipp und Keuntje	Editor
Patrick Solle	INDIGOKIND	Producer, Cinematographer, Editor
Jannis Solle	INDIGOKIND	Producer, Cinematographer, Editor
Francesco D'Andrea	-	Music
Malte Schremmer	Goldeimer	CEO
Enno Schröder	Goldeimer	CEO

Why is this work relevant for Brand Experience & Activation ?

Goldeimer's “Shitty Paper – Made from hate” created a unique costumer experience from start to finish. In close cooperation with thousands of volunteers from many German cities, several collection events for hate propaganda spread by right-wing populists were organized. Then, the paper was shredded and recycled to become “Shitty Paper – Made from hate”. Every roll of this paper was sold to the excited supporters so they would receive a tangible result from their efforts. All profits were donated to CURA, who help victims of right-wing violence in Germany.

Background

During the German federal election in 2017, the tone and manners of the right-wing campaigns evoked memories from the Third Reich. Right-wing populists spread their fascist propaganda all over the country and stirred up hatred among the Germans. For Goldeimer, a toilet paper producer with political attitude, the situation needed to change. The pointless hate had to turn into something good. The goal was an activating and inspiring campaign, resulting in a unique costumer experience. In cooperation with thousands of volunteers, hate propaganda from right-wing populists should be removed from the streets. Then, Goldeimer aimed to produce “Shitty Paper – Made from hate” and sell it to their supporters – giving the volunteers a tangible result from their efforts and starting an international discussion about right-wing politics.

Describe the creative idea

Goldeimer’s “Shitty Paper – Made from hate” is the first toilet paper made out of recycled hate propaganda. In close cooperation with volunteers from many German cities, truckloads of hateful prints were collected. This paper was shredded and recycled to become “Shitty Paper – Made from hate”. By activating as many volunteers as possible, the project promised to be very successful and to create a unique costumer experience. Volunteers would help with the production process from the beginning and could later receive the result of their own work by buying “Shitty Paper – Made from hate”.

Describe the strategy

Every German citizen concerned about the influence of right-wing populists was part of the target audience, whether they already fought right-wing populism or waited for an opportunity to do so. The target audience was met right where the project was realized: at demonstrations against right-wing party events. Further, different social media channels were used to approach them. The range was greatly increased by positive PR in German and international media.

Describe the execution

Free Hatred Collection Kits were distributed at right-wing party events to collect the hate propaganda. Truckloads of these prints were shredded and recycled to become “Shitty Paper – Made from hate”. Timeline - September 2017: collection in numerous German cities - September 24th 2017: federal election for the parliament - October 2017: paper shredding, pre-sales promotion - November 2017: pre-sales promotion, production - December 2017: packaging and sale of Shitty Paper During the election, Goldeimer called to action on social media and at demonstrations against right-wing party events. Later, “Shitty Paper – Made from hate” was promoted and sold in shops and online. Goldeimer accompanied the federal election for several months and acquired thousands of volunteers all over Germany. Together, they collected truckloads of hate propaganda and Goldeimer produced thousands of toilet paper rolls from it.

List the results

100 % of the profits were donated to CURA. Starting with 0 €, a media value of over 1.6 million euros was generated. In just four months, the project reached over 10 million people and became a trending topic on Twitter. Many considerable newspapers reported about “Shitty Paper – Made from hate” in a very positive way. The product itself was completely sold out in less than 24 hours. All volunteers demonstrated great effort in collecting the hate propaganda and donating to those in need. Even non-political people were excited to participate. Together, they turned ideas of hate into something you can laugh your ass off about. The unusual calls to action by Goldeimer raised awareness of how much hate was actually spread in Germany and started an international discussion about right-wing politics. The positive PR created by major media and the social media outputs carried this discussion.