PINK TRIANGLE ISSUE
|Client||VANGARDIST PROGRESSIVE MEN´S MAGAZINE|
|Title||PINK TRIANGLE ISSUE|
|Entrant||SERVICEPLAN GERMANY Munich, GERMANY|
|Idea Creation||SERVICEPLAN GERMANY Munich, GERMANY|
|Idea Creation 2||PLAN.NET Munich, GERMANY|
|Idea Creation 3||SERVICEPLAN FRANCE Paris, FRANCE|
|PR||SERVICEPLAN GERMANY Munich, GERMANY|
|Production||PLAN.NET Munich, GERMANY|
|Production 2||PPM FILMPRODUCTIONS Vienna, AUSTRIA|
|Production 3||HASTINGS MUSIC Hamburg, GERMANY|
|Additional Company||MAUTHAUSEN MEMORIAL, GERMANY|
|Alexander Schill||SERVICEPLAN GROUP||Global Chief Creative Officer|
|Christoph Everke||SERVICEPLAN GERMANY||Executive Creative Director|
|Alexander Nagel||SERVICEPLAN GERMANY||Executive Creative Director|
|Markus Maczey||PLAN.NET GROUP||Managing Director|
|Michael Reill||PLAN.NET GERMANY||Executive Creative Director|
|Jonas Heitzer||PLAN.NET GROUP||Creative Coder|
|Philipp von Mauch||Freelance||Coder|
|Marc Hermann Hofmann||PLAN.NET GERMANY||Senior Conceptor|
|Marlene Ulmer||PLAN.NET GERMANY||Account Manager|
|Maximilian Janda||PLAN.NET GERMANY||Motion Designer|
|Henrik Pfeiffer||SERVICEPLAN GERMANY||Creative Director|
|Rafael Angulo||SERVICEPLAN GERMANY||Art Director|
|Melissa Meyer||SERVICEPLAN GERMANY||Junior Art Director|
|Nedim Aktas||SERVICEPLAN GERMANY||Junior Copywriter|
|Hendrik Haupt||SERVICEPLAN GERMANY||Trainee Copywriter|
|Julia Meinetsberger||SERVICEPLAN GERMANY||Senior Account Manager|
|Melanie Gensert||SERVICEPLAN GERMANY||Junior Account Manager|
|Leo Tilemann||SERVICEPLAN GERMANY||Junior Account Manager|
|Eliette-Nabila Korte||SERVICEPLAN GERMANY||Junior Account Manager|
|Stefanie von Bary||SERVICEPLAN GERMANY||Trafficer|
|Sarah Fabry-Zappe||SERVICEPLAN GERMANY||Senior PR Consultant|
BackgroundIn the Nazi Era, not only Jews were taken to concentration camps. Gay people were also imprisoned and marked with a Pink Triangle. But while the Nazi Era ended, the homophobic violence did not: Today, gays are still persecuted in over 70 countries and even taken to concentration camps. That’s why, for the first time in history, we started an integrated campaign in a Nazi concentration camp. To make a change, we reclaimed the Pink Triangle and gave it a new shape and a new meaning: Turning it from a symbol of death into a window of hope.
Describe the strategyIn many countries, the freedom of LGBT people is taken for granted – but the reality is shocking: Not many people know about the inhumane atrocities and current homophobic fueled hate crimes around the world. To shift this perception and to start our campaign, we used a provocative strategy: We gave the unbelievable and horrifying topic a human testimony. We told the story of a real survivor of todays’ gay persecution who escaped torture in Jamaica – and even made him wore a Pink Triangle in a Nazi Concentration Camp. With this meaningful stroke we made the ongoing homophobic violence visible for everyone in the world. On International Day Against Homophobia on 17 May, we launched “Pink Triangle Issue”. The crucial symbol was revealed with a new shape at a press conference at the Mauthausen Memorial–reclaimed as a sign of hope and as a start of our immersive multi-channel campaign.
Describe the executionTo effectively make the campaign palpable, we created a unique visual petition: A WebGL-based website that enables people to become part of the campaign, encourage others to do the same and reach out to the UN to care for LGBT freedom. People from all over the world added their profile picture to our campaign by registering through Facebook Connect on pinktriangleissue.com. Our website used those pictures to create a floating grid of triangles. To tell that worldwide story of support as seamlessly as possible, we implied a digital scrollytelling format, showing that what used to be a death sentence finally became a sign of pride. Visitors can navigate the grid as new faces are rendered in real time. A search function allows them to explore the grid effectively and find supporters by first name. Additionally, participants can add the pink triangle to their Facebook profile to show their support.
List the resultsPink Triangle Issue sparked a global conversation about the freedom of LGBT people: Thousands and thousands of views, shares, engagements and PR generated a total of over 410 million impressions worldwide. Big brands like Starbucks, Facebook and the REWE Group, one of Europe’s biggest supermarket chains, supported the campaign. The campaign was not limited to the solidarity of the LGBT community, it activated an alliance of the broad society. With our visual online petition, we enabled people to not simply sign with their names, but to show support by lending their faces for the cause. And finally, the UN took a stand: The UN General Assembly resolution addressing violence that includes explicit reference to sexual orientation and gender identity. They urged States to “protect the life of all people” and called upon them to “investigate killings based on discriminatory grounds”.
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