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#UNHATEWOMEN
Agency fischerAppelt / Philipp und Keuntje + IT'S US MEDIA / Berlin + MOKOH MUSIC / Berlin + STUDIO MOVIE MAGIC / Berlin
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Category
Direct / Digital - Single
Annual ID
ADC_ADV21_081M
About the Work
Hate against women: language creates reality
Violence against women does not necessarily have to be physical; it can also be inflicted with words. As has been the case for many years with German rap, which has dominated the charts and promoted a Stone Age image of women.
#UNHATEWOMEN rocks the rap scene and social media
Through a viral video campaign, #UNHATEWOMEN takes on the rappers with their own weapons: their lyrics. Read out by women and free from dazzling music videos and booming beats, only one thing remains: pure misogyny. In order to reach the target group as effectively as possible, individual quotations were placed as YouTube pre-rolls in front of the very music videos from which they originated. It was impossible to ignore them!
Start a movement and encourage discussion
The campaign becomes a controversially discussed topic and the subject of nationwide reporting, thereby successfully increasing the pressure on politicians to take action: the German Federal Council passes the law against hate crimes on the Internet.
Violence against women does not necessarily have to be physical; it can also be inflicted with words. As has been the case for many years with German rap, which has dominated the charts and promoted a Stone Age image of women.
#UNHATEWOMEN rocks the rap scene and social media
Through a viral video campaign, #UNHATEWOMEN takes on the rappers with their own weapons: their lyrics. Read out by women and free from dazzling music videos and booming beats, only one thing remains: pure misogyny. In order to reach the target group as effectively as possible, individual quotations were placed as YouTube pre-rolls in front of the very music videos from which they originated. It was impossible to ignore them!
Start a movement and encourage discussion
The campaign becomes a controversially discussed topic and the subject of nationwide reporting, thereby successfully increasing the pressure on politicians to take action: the German Federal Council passes the law against hate crimes on the Internet.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
fischerAppelt / Philipp und Keuntje
Digital Agency
FORK UNSTABLE MEDIA / Hamburg
Production Company
IT'S US MEDIA / Berlin
STUDIO MOVIE MAGIC / Berlin
Music / Sound Production Company
Mokoh Music / Berlin
Media Distribution Company
fischerAppelt, performance / Berlin
Art Director
Christoph Laurisch
Jessica Philipp
Chief Creative Officer
Diether Kerner
Robert Müller
Creative Director
Philip Bolland
Director
Annegret von Feiertag
Executive Creative Director
David Morales
Music Supervisor
Maria Moritz
Sarah Rimkus
Photographer
Darius Ramazani
Producer
Max Penk
Sound Designer
Richard Bláha
Strategist
Marie Hollers
Music Composer
Marcel Neumann
Stephan Moritz
Account Director
Rona Zachwey
Art Buyer
Johanna Merensky
DIT
Johannes Weise
Grading
Delfina Mayer
Head of Producing
Uta Wittchen
Managing Director
Johannes Buzási
Online
Tal Peled
Sound Engineer
Marius Wiechmann
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