Title	#HOLDYOURBREATH - HIJACKING THE EUROPEAN ELECTIONS
Brand	SEA WATCH E.V. / DIE PARTEI
Product/Service	TV SPOT
Category	A08. Corporate Social Responsibility (CSR) / Corporate Image
Entrant	SCHOLZ & FRIENDS Berlin, GERMANY
Idea Creation	SCHOLZ & FRIENDS Berlin, GERMANY
Media Placement	SEA-WATCH Berlin, GERMANY
PR	SEA-WATCH Berlin, GERMANY
Production	MARKENFILM SCHWEIZ Zürich, SWITZERLAND

Name	Company	Position
Matthias Spaetgens	Scholz & Friends Berlin GmbH	Chief Creative Officer
Oliver Handlos	Scholz & Friends Berlin GmbH	Executive Creative Director
Robert Krause	Scholz & Friends Berlin GmbH	Executive Creative Director
Oliver Handlos	Scholz & Friends Berlin GmbH	Executive Creative Director
Sheryl Ann Hartmann	Scholz & Friends Berlin GmbH	Art Director
Max Hentschel	Scholz & Friends Berlin GmbH	Art Director
Jakob Cantz	Scholz & Friends Berlin GmbH	Copywriter
Nina Stegmann	Scholz & Friends Berlin GmbH	Account Manager
Lisa Erdmann	Scholz & Friends Berlin GmbH	Account Manager
David Voss	Scholz & Friends Berlin GmbH	Agency Producer

Write a short summary of what happens in the film

We see the close-up of a 12 year old boy underwater in full clothing. He holds his breath, looks around. As the camera pulls wider, we realize he might not be in a pool but in the ocean. He struggles to keep his breath. He looks straight into the camera, with his eyes wide open. It’s as if he’s reaching out to the audience for help. His mouth opens. He swallows water and convulses. His lungs realease the last bit of air, as his eyes open wide. He sinks, disappears in the deep sea, while we pull up slowly. We emerge above surface. No land in sight. Just the last bits of debris from a capsized refugee boat. Super: Drowning takes just as long as this film. Every tenth person dies fleeing across the Mediterranean. Because the European Union is blocking all rescue efforts. Help us stop the dying.

Cultural / Context information for the jury

Sea-Watch is a German NGO that supports the rescue of refugees in the Mediterranean. In the wake of the European Election campaigning, Sea-Watch struggled for attention and resources to finance their rescue missions. In Germany, every political party gets allocated free airtime to run their campaign commercials during elections. We used the prime time TV campaign slot of the the independent party DIE PARTEI to confront a prime-time TV audience of 4.5 million viewers with the harrowing reality in the Mediterranean.