HAPPY MARX DAY

TitleHAPPY MARX DAY
BrandCWE - CHEMNITZER WIRTSCHAFTSFÖRDERUNGS- UND ENTWICKLUNGSGESELLSCHAFT MBH
Product/ServiceCITY MARKETING FOR THE CITY OF CHEMNITZ
Category D04. Live Advertising & Events
Entrant ZEBRA | GROUP Chemnitz, GERMANY
Idea Creation ZEBRA | GROUP Chemnitz, GERMANY
PR TEXT-IN-FORM Chemnitz, GERMANY
Production CREATIV CLICKS Chemnitz, GERMANY
Production 2 EOR MEDIASTUDIO Chemnitz, GERMANY
Additional Company KREATIVDOKTOR Ramsdorf, GERMANY
Additional Company 2 C-EVENTS Chemnitz, GERMANY
Credits
Name Company Position
Ralf Sippel zebra | group GmbH Managing Director Strategy
Joerg G. Fieback zebra | group GmbH Managing Director Creation
Axel Neumann zebra | group GmbH Creative Director
Ralf Wolfermann zebra | group GmbH Creative Director
Christian Köhler zebra | group GmbH Creative Director
Katina Scholz zebra | group GmbH Text and Conception
Kristin Dörner zebra | group GmbH Text and Conception
Ulrich Müller Kreativdoktor Text and Conception
Arndt Hecker Text-in-Form Text and Conception
Dirk Hanus zebra | group GmbH Photographer and Videographer

Write a short summary of what happens in the ambient or digital execution or campaign.

On 5 May, 2018, famous philosopher and erstwhile namesake of the city of Chemnitz, Karl Marx, would have turned 200 years old. Where better than the Karl Marx monument in Chemnitz – the second-largest bust in the world – to hold a birthday event with all citizens invited? And so, given voice by projected sound-and-light animation, the 7-metre-high bronze head revealed how his keen intellect has kept up with the times. As he ruminated on the course of the world in full public view, VIPs from around the world paid him a call. Vladimir Putin, Donald Trump, Angela Merkel and Heidi Klum were among those who called to congratulate him on his 200th birthday. Between calls, Marx delivered a series of monologues on the city and its society, and tribute was thus paid to the legacy of the great philosopher.

Cultural/Context information for the jury

Since it was erected, the Karl Marx Monument has attracted controversy within Chemnitz, associated as it is with strong feelings of disenchantment, anger, resignation, and apathy. It is a familiar landmark and a cautionary memorial at the same time. After the East-German regime ended in 1990, there was even discussion of tearing it down, but the citizens of Chemnitz held a referendum and decided against it. Today, Marx’s bust enjoys a cult status of sorts, especially among the younger generation. A variety of merchandise, from coffee cups to T-shirts and caps are graced with its likeness. No city marketing campaign can avoid incorporating the Marx bust. It’s also unthinkable that a major anniversary should go by without hosting some kind of event at the world’s second-largest bust. This was understood by various media outlets around the world, many of whom reported on the creative “talking Marx” event in Chemnitz.