2021 Social & Influencer

SAY IT LOUD. MAKE A DIFFERENCE.

TitleSAY IT LOUD. MAKE A DIFFERENCE.
BrandLAUT GEGEN NAZIS E.V.
Product/ServiceADS AGAINST RACISM
Category D04. Social Behaviour
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Media Placement MEDIAPLUS Munich, GERMANY
Media Placement 2 MEDIASCALE GERMANY Munich, GERMANY
Production IT'S US MEDIA Berlin, GERMANY
Production 2 HASTINGS AUDIO NETWORK Berlin, GERMANY
Credits
Name Company Position
Alex Schill SERVICEPLAN GROUP Global Chief Creative Officer
Matthias Harbeck SERVICEPLAN GROUP Chief Creative Officer Germany
Alexander Nagel SERVICEPLAN GERMANY Creative Managing Partner
Christoph Everke SERVICEPLAN GERMANY Creative Managing Partner
Michael Jaeger SERVICEPLAN GERMANY Managing Partner
Daniel Hartmann SERVICEPLAN GERMANY Management Supervisor
Matthäus Frost SERVICEPLAN GERMANY Creative Director
Laura Müller-Rossbach SERVICEPLAN GERMANY Creative Director
Philipp Elsner SERVICEPLAN GERMANY Digital Creative
Stefan Ott SERVICEPLAN GERMANY Copywriter
Alexandra Felbinger SERVICEPLAN GERMANY Final Art Director
Hendrik Haupt SERVICEPLAN GERMANY Copywriter
Jonas Herr SERVICEPLAN GERMANY Senior Account Manager
Marie Dodillet SERVICEPLAN GERMANY Trainee
Julia Cathrin Wallner MEDIAPLUS GERMANY Head of Strategic Buying NonTV/NonDigital
Emanuele Fino MEDIAPLUS GERMANY Director Strategic Buying Digital
Maximilian Leipert MEDIAPLUS GERMANY Planer/Berater Digital Media & Creative Media Man.
Birgit Koch SERVICEPLAN GERMANY Senior PR & Content Consultant
Alena Hermann SERVICEPLAN GERMANY Junior PR & Content Consultant
Serkant Oguz SERVICEPLAN GERMANY Senior Strategic Buyer
Anabel Stemberger Mediascale Junior Digital Media Planner& Consultant
Caroline Franke Mediascale Group Head Digital Media
Richard Williams Hastings Music Sounddesign
Jan Finck B. Hastings Music Sounddesign
Camilo Remolina Hastings Audio Network Producer
Anna Wegner Hastings Audio Network Producer

Why is this work relevant for Social & Influencer?

The core of the campaign was about encouraging people to get as loud as they can against racism and show of civil courage. And where can they be loudest? On Social. We had an impressive engagement of users, Influencers, Celebrities, politicians, the daily news and even the Central Council of Jews, who wrote a song for our campaign. The social reach was impressive. With more than 18 Million views and still counting.

Background

Racism is an issue now more than ever. A loud one. The vast majority, however, remains largely silent. Time to do something about it. Our task was to inspire people to get loud and stand up against right-wing hatred. Together with ´Laut gegen Nazis´ (Loud against Nazis), the German organization against racism, we took this challenge. Our objective was clear: calling on the majority of people to show civil courage and encouraging them loud to be against racism and right-wing hatred.

Describe the creative idea (30% of vote)

Together with ´Laut gegen Nazis´ (Loud against Nazis), we developed a nationwide campaign that calls on the majority of people to show civil courage, creatively inspiring and encouraging them to speak up. Because you can only do something against racism if you speak up. Loud against Nazis. That is the idea. With messages and headlines against racism and for more tolerance, which only make sense if you say them out loud. In print, out-of-home and especially as a TikTok Challenge, where users and Influencers sing, dance or otherwise interpret the hashtag #nahtziehsraus (#nutseaseout).

Describe the strategy (20% of vote)

Our target audience is everyone who remains silent and says nothing against right-wing hatred. Especially younger people. Therefore, TikTok was pure relevant. Our approach besides offline and digital media: Encouraging people with a beloved TikTok Challenge to get loud and creative against racism.

Describe the execution (20% of vote)

The nationwide campaign started on 27.01.2021 - the "Day of Remembrance of the Victims of the Holocaust" – and was visible throughout Germany. In print, out-of-home, digitally on Instagram, as YouTube pre-rolls, OutstreamAds (Banners) and especially with a TikTok Challenge. With the Challenge-hashtag #nahtziehsraus (#nutseasout) we encouraged users, Influencers and creators to get loud and creative against Nazis. And they got loud. Everyone started to create their own content against right-wing hatred.

List the results (30% of vote)

The campaign took off instantly in Germany. People started to raise their voice. Celebrities, the daily news, Influencers and politicians jumped in and spread the word. The Central Council of Jews even wrote a song for our campaign. Everyone started to create their own loud content to fight racism. Within the first 24 hours, we got more than 18 Million views and still counting. Germany became colorful and loud. Loud against Nazis.

Please tell us about the social behaviour that inspired the work

Racism is an issue now more than ever. A loud one. The vast majority, however, remains silent.