Title | HITLER HASHTAG |
Brand | GESICHT ZEIGEN! AN ASSOCIATION ENCOURAGING PEOPLE TO STAND AGAINST RACISM IN GER |
Product/Service | GESICHT ZEIGEN! AN ASSOCIATION ENCOURAGING PEOPLE TO STAND AGAINST RACISM IN GER |
Category |
D03. Special Build |
Entrant
|
OGILVY GERMANY Frankfurt, GERMANY
|
Idea Creation
|
OGILVY GERMANY Frankfurt, GERMANY
|
Media Placement
|
KINETIC WORLDWIDE Frankfurt, GERMANY
|
PR
|
OGILVY Düsseldorf, GERMANY
|
Production
|
H&O FRANKFURT, GERMANY
|
Additional Company
|
GESICHT ZEIGEN! Berlin, GERMANY
|
Additional Company 2
|
KARSTEN WEGENER PHOTOGRAPHY Berlin, GERMANY
|
Credits
Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer |
Tim Stuebane |
Ogilvy Germany |
Managing Director Creative |
Philipp Bertisch, Stephan Westerwelle |
Ogilvy Germany |
Art Director |
Holly Attril, Anke Roell |
Ogivly Germany |
Copywriter |
Max Brunner, Constanze Kobe |
Ogilvy Germany |
Account Management |
Martina Diederichs |
Ogilvy Germany |
Agency Producer |
Karsten Wegener |
Karsten Wegener Photography |
Photographer |
Patrik Huelsmann, Christina Hohoff, Christine Fritz, Carolin Bub |
Ogilvy Public Relations GmbH |
PR |
Alexander Pfaff |
H&O Frankfurt GmbH |
Post Production |
Sophia Oppermann, Rebecca Weis |
Gesicht Zeigen! Für ein weltoffenes Deutschland e.V. |
Advertiser's Supervisor |
Write a short summary of what happens in the ambient or digital execution or campaign.
To show the imminent danger of social media in the wrong hands of the new right-wing populists, we created a symbol. Starting with an icon that reigns supreme on the internet: the hashtag. By simply adding a specific background to the symbol we completely changed its meaning, directly referring to the Nazi swastika. The Hitler Hashtag was born.
We kicked off the campaign with huge flags in the heart of Berlin’s political district – like the Nazis did with their swastika flags in front of their buildings.
Cultural/Context information for the jury
Right-wing populism is getting strong once again on German streets, but even stronger in the internet. Populists and agitators are abusing the web and using social networks to attract people through propaganda. Their aim: to shift society to the right-wing.
As the world drifts further to the right, the small anti-racism organization “Gesicht Zeigen!” (well known from their project “Mein Kampf against racism”) strives to fight back by recruiting new supporting members.