| Title | THE AFD BLOCKER |
| Brand | DIE PARTEI |
| Product/Service | AFD-BLOCKER |
| Category |
E02. Social Purpose |
|
Entrant
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SCHOLZ & FRIENDS HAMBURG, GERMANY
|
|
Idea Creation
|
SCHOLZ & FRIENDS HAMBURG, GERMANY
|
|
PR
|
DIE PARTEI Berlin, GERMANY
|
|
Production
|
DEEPBLUE NETWORKS Hamburg, GERMANY
|
|
Production 2
|
SCHOLZ & FRIENDS REALISATION HUB Hamburg, GERMANY
|
|
Production 3
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
Credits
| Matthias Spaetgens |
Scholz & Friends Berlin GmbH |
Chief Creative Officer |
| Markus Daubenbüchel |
Scholz & Friends Hamburg GmbH |
Executive Creative Director |
| Tobias Ahrens |
Scholz & Friends Hamburg GmbH |
Executive Creative Director |
| Christian Fritsche |
Scholz & Friends Hamburg GmbH |
Creative Director |
| Johannes Milhoffer |
Scholz & Friends Hamburg GmbH |
Creative Director |
| Yigit Karagoz |
Scholz & Friends Hamburg GmbH |
Art Director |
| Jan Lederer |
Scholz & Friends Hamburg GmbH |
Art Director |
| Aditya Sunilkumar |
Scholz & Friends Hamburg GmbH |
Copywriter |
| Christian Dluhosch |
Scholz & Friends Hamburg Gmbh |
Account Manager |
| Kerstin Mende |
Scholz & Friends Hamburg GmbH |
Art Buyer |
| Joana Strohfahrt |
Scholz & Friends Hamburg GmbH |
Art Buyer |
| Axel Leyck |
Scholz & Friends |
Agency Producer |
| Daniel Klessig |
Scholz & Friends Berlin GmbH |
Cinematographer |
| Kristin Ammon |
Scholz & Friends Berlin GmbH |
Agency Producer |
| Pia Poehls |
Scholz & Friends Hamburg GmbH |
Agency Producer |
Background
There’s an extremist right-wing party in the German parliament again: The Alternative für Deutschland (AfD). And their strategy to use fake accounts and social bots just like the Jihadis and US President Donald Trump, has helped them misrepresent their numbers as well as their influence. It’s helped them not only reach more and more ignorant people but also dominate political discussions with their extreme ideologies.
With their foolishness literally everywhere across the media landscape – the internet, social media, magazines, newspapers – people were finding it impossible to ignore their messaging. Someone had to take a stand and empower people with a way to reject the AfD and their ideologies.
Describe the strategy
Our strategy was to create not only a tool for self-protection against Nazi propaganda, but also to create a critical public discussion about the ideology of the AfD. At the same time, it was our strategic objective to highlight the anti-fascist and pro-European profile of the party Die PARTEI and make first voters aware of their responsibility for Europe before the EU election 2019.
Describe the execution
Our campaign started on the 13th of May and was kicked off with a press conference in Berlin in which our party chairman Martin Sonneborn introduced the AfD-Blocker to the German public: an all-purpose tool for every channel to block the new Nazi party’s propaganda.
Working like an ad-blocker, it suppresses everything about the AfD on your screen. For the analogue world, a set of templates was created, so the AfD could be covered up on newspapers, magazines and even on the ballot of the recent EU elections as a PR stunt.
The digital AfD-Blocker was made available on the Chrome and Firefox Webstores, while the analogue version could be ordered on the website of Die PARTEI. The online video of the press conference was spread over social media channels, aired on radio and shown in TV.
List the results
What started off small soon turned into something bigger: The AfD-Blocker became an indispensable everyday tool for the intelligent voter, the analogue blocker sold out in just two days, and the digital blocker was installed thousands of times. Fanatic developers even went on to develop the digital blocker for use on other channels like Facebook, free of charge. All in all, across online and offline channels, the message earned over 3 million media impressions! And then came the big moment: The EU election. Die PARTEI achieved their best result ever, becoming the third-strongest party among young first-time voters with double their MEP seats and gaining 2.4% of the vote in 2019, bettering their tally of 0.6% in 2014. But most importantly: the AfD failed to live up to every prediction.