READY FOR A FIGHT.

TitleREADY FOR A FIGHT.
BrandTAZ
Product/ServiceTAZ 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
Name Company Position
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.