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Category
Consumer - Brands, Products & Services / Media Relations
Annual ID
PR16031M
About the Work
Divorces can literally tear lifes apart: people can loose up to 50% of their belongings. The German Bar Association had an important message for young German couples: Consult a lawyer before getting married and make a prenuptial agreement! Our budget: 5,000 €. We invented the viral story of "Martin G.": a husband who took "splitting" up with his wife literally. He cut the entire household and sold his halves on eBay. "Martin" also uploaded a video to YouTube sarcastically thanking his ex for "12 beautiful years". Our story became top news in 151 countries. The YouTube video reached over 7 million views and millions of people discussed on Social Networks – even Ashton Kutcher and Lil Wayne. At the peak of worldwide attention we revealed the truth and placed our message in media – resulting in 173% more visits on the German Bar Association’s website were people could search for lawyers.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Serviceplan / Munich
Art Director
Julius Steffens
Azim Abasbek
Chief Creative Officer
Alexander Schill
Executive Creative Director
Benedikt Goettert
Producer
Dennis Fritz
Writer
Philipp Stute
Creative Team
Frank Meinke
Christine Breithaupt
Christina Mayer
Nicolas Diekmann
Franz Roeppischer
Lorenz Langgartner
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