2018 Print & Outdoor Craft

HITLER HASHTAG

Short List
ClientGESICHT ZEIGEN! AN ASSOCIATION ENCOURAGING PEOPLE TO STAND AGAINST RACISM IN GER
Category A01. Art Direction
TitleHITLER HASHTAG
Product/ServiceGESICHT ZEIGEN! AN ASSOCIATION ENCOURAGING PEOPLE TO STAND AGAINST RACISM IN GER
Entrant OGILVY GERMANY Frankfurt, GERMANY
Idea Creation OGILVY GERMANY Frankfurt, GERMANY
Media Placement KINETIC WORLDWIDE Frankfurt, GERMANY
PR OGILVY Düsseldorf, GERMANY
Production H&O FRANKFURT, GERMANY
Additional Company GESICHT ZEIGEN! Berlin, GERMANY
Additional Company 2 KARSTEN WEGENER PHOTOGRAPHY Berlin, GERMANY
Credits
Name Company Position
Dr. Stephan Vogel Ogilvy Germany Chief Creative Officer
Tim Stuebane Ogilvy Germany Managing Director Creative
Philipp Bertisch, Stephan Westerwelle Ogilvy Germany Art Director
Holly Attril, Anke Roell Ogilvy Germany Copywriter
Max Brunner, Constanze Kobe Ogilvy Germany Account Management
Martina Diederichs Ogilvy Germany Art Buyer
Karsten Wegener Karsten Wegener Photography Photographer
Patrik Huelsmann, Christina Hohoff, Christine Fritz, Carolin Bub Ogilvy Public Relations GmbH PR
Alexander Pfaff H&O Frankfurt GmbH Post Production
Sophia Oppermann, Rebecca Weis Gesicht Zeigen! Für ein weltoffenes Deutschland e.V. Advertiser's Supervisor

Cultural/Context information for the jury

Right-wing populism is getting strong once again on German streets, but even stronger in the internet. Populists are abusing the web and using social networks to attract people through propaganda. As the world drifts further to the right, the small anti-racism organization “Gesicht Zeigen!” (well known from their project “Mein Kampf against racism”) strives to fight back by recruiting new supporting members. To show the imminent danger of social media in the wrong hands, we created a symbol. Starting with an icon that reigns supreme on the internet: the hashtag. By simply adding a specific background to the symbol we completely changed its meaning, directly referring to the Nazi swastika. The Hitler Hashtag was born. We kicked off the campaign with huge flags in the heart of Berlin’s political district – like the Nazis did with their swastika flags in front of their buildings.