UNMASKING A RACIST AGENDA

Short List
ClientEKSTRA BLADET
Category C03. Use of Social Platforms
TitleUNMASKING A RACIST AGENDA
Product/ServiceNEWSPAPER
Entrant HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Credits
Name Company Position
Kenneth Kaadtmann Hjaltelin Stahl Creative Lead
Niels Heilberg Hjaltelin Stahl Copywriter
Kenneth Kaadtmann Hjaltelin Stahl Copywriter
Karl Kristian Krarup Kjær Hjaltelin Stahl Art Director
Sune Overby Hjaltelin Stahl Art Director
Maria Damm Jensen Hjaltelin Stahl Strategy
Rasmus B. Lind Rasmus B. Lind Photographer
Emilie Tornhøj Hjaltelin Stahl Agency Producer

Why is this work relevant for Direct?

The campaign is relevant, because we targeted our readers and inspired them to carry our message further and placed pressure on the parliament. At the same time, our readers created a movement, that inspired non-readers to sympathise with our brand and gave them an understanding of our brand values.

Background

On June 14th – 2018 the Danish parliament announced that from august 1st it will be illegal for people to wear Islamic veils in public. A law that is clearly symbolic and does nothing but alienate the Muslim minority in Denmark, even further. For a newspaper like Ekstra Bladet who has a long history for safeguarding the people, by holding power to account and is notorious for exposing corruption and concealed injustice, it was important to do something about it

Describe the creative idea

Only a few days after the announcement, we created a Facebook event, called ‘The longest masquerade in Denmark’. Starting on august 1st and till the law has been reversed. The masquerade works as a tool for people to freely wear whatever they want to wear. The law states that if you’re on your way to a costume party, you’re allowed to wear head garments. A loophole the lawmakers failed to see for themselves, and the loophole we used to expose their agenda. And thus, turning a simple social media feature, into a tool for liberation.

Describe the strategy

Our starting point was to reach our readers with the message in order to get them to carry it further and create organic reach. Through organic reach we established contact with non-readers with our message to gain preference for the brand.

Describe the execution

Three days after the announcement we launched the Facebook event along with a frontpage editorial in the paper and a spread. The following days we supported the message with print ads, that we’re made as invitations to the ball.

List the results

Citizens from all over the country, joined in protest in the streets, while wearing head garments. Famous artist, worn them in stage and fashioned designer showed their support, by making head garments part of the collections at Copenhagen Fashion Week. 22 million media impressions Total of 20.000 people attended the event 8.000 attendants within the first week 15.000 interactions