ARM DOWN AGAINST NAZISM

TitleARM DOWN AGAINST NAZISM
BrandEUROPEAN COMMISSION IN SLOVAKIA
Product/ServiceFIGHT AGAINST NATIONAL EXTREMISM
Category I07. Corporate Purpose & Social Responsibility
Entrant THIS IS LOCCO Bratislava, SLOVAK REPUBLIC
Idea Creation THIS IS LOCCO Bratislava, SLOVAK REPUBLIC
Media Placement THIS IS LOCCO Bratislava, SLOVAK REPUBLIC
PR THIS IS LOCCO Bratislava, SLOVAK REPUBLIC
Production THIS IS LOCCO Bratislava, SLOVAK REPUBLIC
Post Production THIS IS LOCCO Bratislava, SLOVAK REPUBLIC
Credits
Name Company Position
Martin Polakovič This is Locco Ideamaker/copywriter
Engelbert Strapec This is Locco Art Director
Juraj Kováč This is Locco cretive director
Michaela Verešová This is Locco Account Manager
Jakub Šarvaic This is Locco Art Director
Ján Duris This is Locco video artist

Background

One month before the Slovak Parliament Election 2020, the LSNS party well-know for its Nazi background, came second in pre-ellection polls. With our client European Commission in Slovakia, we reacted with a strong gesture of resistance. Instead of raising the arms up in Nazi salute, we encouraged people to put their arm down against Nazism – the arm with the envelope containing their vote in the election.

Describe the strategy

Our strategy was to create buzz in social media and with the help of notable personalities encourage people to vote the Nazis out from the Slovak parliament. After all, it was all in their hands. Literally.

Describe the execution

We made our campaign visible in social media (Facebook and Instagram) We made a video containing a camera angle trick that changed a raised arm as in Nazi salute to a hand throwing an envelope in the election. We created a set of strong visuals with notable Slovak personalities including influencers or awarded actors. Each visual was uploaded on the profile of the @Representation of the European Commission in Slovakia as well on the respective profiles of the personalities featuring in it. Our antinazi visuals was shared even by some like-minded politicians. Morever, the renowned Slovak music web Hand up renamed itself to Hand down for the duration of the campaign. The campaign aired from the beginning to the end of February.

List the results

Reach 794,155 people More than 15,000 likes Over 6,000 comments Engagement: 37,692

Please tell us how the brand purpose inspired the work

Fighting extremism is the long-time goal of the Representation of the European Commission in Slovakia. With our campaign, we gave the other "co-fighters" a strong gesture of resistance that could be shared or imitated – most hopefully in the election.