Title | READY FOR A FIGHT. |
Brand | TAZ |
Product/Service | TAZ NEWSPAPER (APP, E-PAPER, NEWSPAPER) |
Category |
E03. Online: Fiction & Non-Fiction |
Entrant
|
TAZ VERLAGS U. VERTRIEBS GMBH Berlin, GERMANY
|
Idea Creation
|
ÜBERGROUND Hamburg, GERMANY
|
Additional Company
|
PHILIPP WALZ Borgwalde, GERMANY
|
Credits
Jo Marie Farwick |
Überground GmbH |
Creative Director |
Eva Jordan |
Überground GmbH |
Creative Director |
Felix Meiler |
Überground GmbH |
Text |
Robin Welsch |
Überground GmbH |
Text |
Juliana Tott |
Überground GmbH |
Art Direction |
Finn Spreckelsen |
Überground GmbH |
Art Direction |
Ingo Otte |
Überground GmbH |
Art Direction |
Simon Heeger |
2WEIMusic |
Music Production |
Christian Vorländer |
2WEIMusic GmbH |
Music Production |
Susann Ermes |
Überground GmbH |
Account Management |
Julia Christin Ziehm |
Überground GmbH |
Agency Production |
Write a short summary of what happens in the film
The testimonials of #BEREITFÜRSTREIT (lit. ’ready for a fight’) don’t just seem authentic, they are. They were cast from a circle of friends, and everybody could identify with the political messages of the campaign. So, they wanted to participate. The making of the campaign is equally real: The members of generation Z in our team did the artwork and copy. Not influenced and undisturbed by the senior teams.
#BEREITFÜRSTREIT: A campaign for and from millennials. Making sure that those who want to change the world get all the information they need.
Cultural / Context information for the jury
taz is an old, traditionally left-wing daily German newspaper with a pronounced culture of debate. This fits the new, very aware generation perfectly. Sadly, almost no one of the millennials even knows that taz exists! So, how to reach out to them? With a campaign coming directly from them, speaking to them exactly where they are – social media.