Title	FREE DEMOCRATS "MADE OF DEFEAT – A PHOTOGRAPHIC TALE."
Brand	FREE DEMOCRATS
Product/Service	POLITICAL PARTY
Category	A12. Corporate Social Responsibility (CSR) / Corporate Image
Entrant	HEIMAT Berlin, GERMANY
Idea Creation	HEIMAT Berlin, GERMANY
PR	HEIMAT Berlin, GERMANY
Production	HEIMAT Berlin, GERMANY

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.

Describe the strategy

Made of Defeat – A photographic tale that disrupted the whole culture of political advertising. A documentary showing the hard way back. The rethinking. The process. The doubts. The inner fights.

Describe the execution

Goal was to create a photographic documentary that shows the hard way back into the parliament. The rethinking. The vulnerability. The campaigning video – in which the photos were used as well – 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.