FREE DEMOCRATS "MADE OF DEFEAT – A PHOTOGRAPHIC TALE."

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Case Film

Presentation Image

ClientFREE DEMOCRATS
Category A02. Rebrand / Refresh of an existing Brand
TitleFREE DEMOCRATS "MADE OF DEFEAT – A PHOTOGRAPHIC TALE."
Product/ServicePOLITICAL PARTY
Entrant HEIMAT Berlin, GERMANY
Idea Creation HEIMAT Berlin, GERMANY
PR HEIMAT Berlin, GERMANY
Production HEIMAT Berlin, GERMANY
Credits
Name Company Position
Matthias Storath HEIMAT, Berlin Chief Creative Officer
Guido Heffels HEIMAT, Berlin Chief Creative Officer
Felix Brockmeyer HEIMAT, Berlin Copywriter
Sebastian Stumpf HEIMAT, Berlin Copywriter
Berthold Brodowski HEIMAT, Berlin Copywriter
Felix Steiner HEIMAT, Berlin Art Director
Esra Gülmen HEIMAT, Berlin Art Director
Andreas Mengele HEIMAT, Berlin Strategy
Sven Goldbach HEIMAT, Berlin Social Media Manager
Martin Glöckner HEIMAT, Berlin Graphic
Tim Krieger HEIMAT, Berlin Graphic
Oliver Kindermann HEIMAT, Berlin Graphic
Bogdan Rackow HEIMAT, Berlin Graphic
Daniel Rosenthal Daniel Rosenthal Photography
Charlotte Kühn HEIMAT, Berlin Agency Producer
Facundo Prats HEIMAT, Berlin Cinematographer
Jonas Schubert HEIMAT, Berlin Editor
Marco Thau HEIMAT, Berlin Editor
Jan Lagowski HEIMAT, Berlin Editor
Marcel Neumann Mokoh Music Music Producer
Stephan Moritz Mokoh Music Music Producer

Background

In 2013 one of Germany’s oldest democratic parties had to leave the parliament. Five years later they were back. With more than twice the result compared to 2013 and an all new thinking triggered by their defeat. Ready to tackle the challenges democracy has to face in Germany. Goal was to create a photographic documentary that shows the hard way back into the parliament. The rethinking. The vulnerability. The inner fights. It´s a photographic tale that disrupted the whole culture of political advertising.

Describe the creative idea

The idea was to portrait the hard way back into the parliament. Therefore, the pictures used in the campaigning video are all about authenticity. No success stories. No photoshop. No smiling faces. In 90 seconds over 100 black and white pictures are presented.

Describe the execution

The campaigning video was published in summer 2017, right before the elections.

List the results

“Made of Defeat” changed the whole culture of political advertising. Some media even discussed every single picture of the film. On election day the Free Democratic Party returned to the parliament. With more than twice the result compared to 2013. A victory – made of defeat.