ADC Awards
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Category
Wildcard
Annual ID
ADC102_EXP006S
About the Work
Fascism rises again worldwide, but especially in Germany. The ultimate gateway into the scene is music. In the past, fascist music was hard to find, today it’s super easy to come by: streaming platforms like Spotify and YouTube host thousands of songs with fascist ideology – even worse, their algorithms help spread those songs. Few people are aware of the problem in Germany. And even though the platforms do know, no effective measures are taken to remove these songs or bands. “Laut gegen Nazis“, an acclaimed organisation fighting fascism in every form, wanted to change that, wake up the platforms and activate people, so fascist music is removed from the web. Objectives: > Create as much awareness of the problem as possible > Activate people to put pressure on the platforms > Get the platforms to act and remove songs and bands > Strong activation without a big budget
If you listen to Nazi music once, more and more will be recommended. We remind the providers of their duty of care – by forcing their algorithms to recommend our Trojan Nazi band “HetzJaeger“ instead of fascist bands. To do this, both track and band are perfectly optimized based on the algorithms’ primary parameters. Sound, lyrics, appearance, and performance in social media are most convincing – and we infiltrate streams and playlists of extreme right-wing fans with Artist Affinity Targeting. In one month, the algorithms recommend HetzJaeger over 120,000 times to neo-Nazis, becoming a hit in the scene. But one month later: the big reveal. More than 200,000 supporters and the media forced the platform to act: In the first weeks alone over 700 unconstitutional songs and Nazi bands have already removed.
If you listen to Nazi music once, more and more will be recommended. We remind the providers of their duty of care – by forcing their algorithms to recommend our Trojan Nazi band “HetzJaeger“ instead of fascist bands. To do this, both track and band are perfectly optimized based on the algorithms’ primary parameters. Sound, lyrics, appearance, and performance in social media are most convincing – and we infiltrate streams and playlists of extreme right-wing fans with Artist Affinity Targeting. In one month, the algorithms recommend HetzJaeger over 120,000 times to neo-Nazis, becoming a hit in the scene. But one month later: the big reveal. More than 200,000 supporters and the media forced the platform to act: In the first weeks alone over 700 unconstitutional songs and Nazi bands have already removed.
2023 Awards
Total Points: 21
Silver Cube
Credits
Agency
Philipp und Keuntje / Hamburg
PR / Marketing Agency
fischerAppelt / Hamburg
Art Director
Scott Gurinskaite
Shannon Rogers
Copywriter
Haye Stein
Chief Creative Officer
Diether Kerner
Creative Director
Nicolas Klein
Moritz Raulfs
Editor
Lisa Pawlowski-Neuber
Executive Creative Director
Jonas Keller
Producer
Lisa Krane
Account Manager
Ayleen Finkenzeller
Lena Reinke
Advisor
Rabea Huthmann
Head of Digital Media
Elena Nikanorova
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