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2019 ADC Awards - Experiential Design

Shitty Paper - Made from hate

Agency Philipp und Keuntje / Hamburg + Goldeimer / Hamburg

Client Goldeimer gemeinnützige GmbH
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Annual ID

ADC_EXP19014M

About the Work

During the German federal election, toilet paper producer Goldeimer publicly called out for help to collect the hate propaganda spread by right-wing populists. After several collection events in cities all over Germany, this hate was shredded and recycled to become toilet paper, which was sold out immediately. The profits from “Shitty Paper – Made from hate” were donated to CURA, an organization that helps victims of right-wing violence in Germany. In just four months, the project reached over 10 million people and became a trending topic on Twitter. Many considerable newspapers like VICE and Al Jazeera picked up the story. The unusual calls to action by Goldeimer raised awareness of how much hate was actually spread in Germany and started an international discussion about right-wing politics.