Title	SHITTY PAPER – MADE FROM HATE
Brand	GOLDEIMER
Product/Service	SHITTY PAPER – MADE FROM HATE
Category	B07. Use of Events & Stunts
Entrant	PHILIPP UND KEUNTJE Hamburg, GERMANY
Idea Creation	PHILIPP UND KEUNTJE Hamburg, GERMANY
Production	AUFSTEHEN GEGEN RASSISMUS! Berlin, GERMANY
Production 2	SUXEEDO Berlin, GERMANY
Production 3	SWAT.IO Vienna, AUSTRIA
Production 4	DELIKATESSEN Hamburg, GERMANY
Production 5	SIEMER VERPACKUNG Ronnenberg, GERMANY
Additional Company	GOLDEIMER GEMEINNüTZIGE GMBH Hamburg, GERMANY

Name	Company	Position
Diether Kerner	Philipp und Keuntje	Chief Creative Officer
Sönke Schmidt	Philipp und Keuntje	Executive Creative Director
Philip Wienberg	Philipp und Keuntje	Executive Creative Director
Cesrin Schneider	Philipp und Keuntje	Art Director
Kerstin Krüger	Philipp und Keuntje	Art Director (Idea Creation)
Verena Klimek	Philipp und Keuntje	Art Director Intern
Moritz Franke	Philipp und Keuntje	Senior Copywriter (Idea Creation)
David Soler	Philipp und Keuntje	Copywriter Intern
Katharina Moniatis	Philipp und Keuntje	Project Manager
Kerstin Dirks	Philipp und Keuntje	Account Director
Trudi Steinbuss	Delikatessen	Product Design
Philipp Ciba	Philipp und Keuntje	Strategy
Benjamin Grabbe	Philipp und Keuntje	Strategy
Johanna Blevins	Philipp und Keuntje	Agency Producer
Sascha Würker	Philipp und Keuntje	Cinematographer
Jan-Gero Kleist	Philipp und Keuntje	Editor
Patrick Solle	INDIGOKIND	Producer, Cinematographer, Editor
Jannis Solle	INDIGOKIND	Producer, Cinematographer, Editor
Francesco D'Andrea	-	Music
Malte Schremmer	Goldeimer	CEO
Enno Schröder	Goldeimer	CEO

Why is this work relevant for PR?

“Shitty Paper – Made from hate” resulted from the close cooperation of the toilet paper producer Goldeimer and thousands of volunteers from cities all over Germany. Together, they collected the hate propaganda spread by right-wing populists during the German federal election in 2017. Goldeimer shredded all this hate and recycled it to produce toilet paper. Almost all communication happened via word-of-mouth and earned-media channels, which greatly improved Goldeimer’s reputation and brand awareness. All profits were donated to CURA, an organization that helps victims of right-wing violence in Germany.

Background

During the German federal election in 2017, the tone and manners of the right-wing campaigns evoked memories from the Third Reich. Right-wing populists spread their fascist propaganda all over the country and stirred up hatred among the Germans. For Goldeimer, a toilet paper producer with political attitude, the situation needed to change. The pointless hate had to turn into something good. The goal was to collect as much hate propaganda as possible with the help of thousands of volunteers in order to start an international discussion about right-wing politics. This huge public action would also greatly improve Goldeimer’s reputation and brand awareness in Germany. Further, all profits generated by “Shitty Paper – Made from hate” should be donated to victims of right-wing violence.

Describe the creative idea

Goldeimer’s “Shitty Paper – Made from hate” is the first toilet paper out of recycled hate propaganda. In cooperation with volunteers from many German cities, truckloads of hateful prints were collected. This paper was shredded and recycled to become “Shitty Paper – Made from hate”. With all the media coverage of the German federal election and the scandals of German right-wing politicians, this project promised lots of positive PR for Goldeimer. All profits were donated to CURA to undo some of the damage that right-wing violence has done in Germany.

Describe the strategy

Every German citizen concerned about the influence of right-wing populists was part of the target audience, whether they already fought right-wing populism or waited for an opportunity to do so. Relevant social media were targeted before and during the project: Facebook, Instagram and Twitter. Later, major German and international media reported about the project, creating lots of additional positive PR. The focus was on social media. Calls-to-action via Facebook and contact to influencers, magazines and blogs were the most important ways to increase the PR. Also, the extensive media coverage of the German federal election was used to spread the word about “Shitty Paper – Made from hate”. The target audience was met right where the project was realized: at demonstrations against right-wing party events. Further, different social media channels were used to approach them. The range was greatly increased by the positive PR in German and international media.

Describe the execution

Over several months, many calls-to-action for different cities were posted on Facebook. Further, influencers, magazines and blogs were contacted. Communication also happened directly at right-wing party events, where free Hatred Collection Kits were distributed. Timeline - September 2017: collection in numerous German cities - September 24th 2017: federal election for the parliament - October 2017: paper shredding, pre-sales promotion - November 2017: pre-sales promotion, production - December 2017: packaging and sale of Shitty Paper Goldeimer accompanied the federal election for several months and acquired thousands of volunteers all over Germany. Together, they collected truckloads of hate propaganda and Goldeimer produced thousands of toilet paper rolls from it. The work became a trending topic on Twitter and reached over 10 million people in just four months.

List the results

Starting with 0 €, a media value of over 1.6 million euros was generated. The project became trending topic on Twitter under the hashtag #scheisspapier and reached over 10 million people in just 4 months. It also received much positive PR from major German and international media like VICE, Al Jazeera and BILD. All volunteers demonstrated great effort in collecting the hate propaganda and donating to those in need. Even non-political people were excited to participate. Together, they turned ideas of hate into something you can laugh your ass off about. This does not only show in the media outputs, but also in the fact that “Shitty Paper – Made from hate” completely sold out in less than 24 hours.