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Category
Immersive Spaces
Annual ID
OS22_EX043M
About the Work
Right-wing extremists on the rise:
The fact Germany has a problem with right-wing extremism is evident at every federal election: Right-wing campaign posters are becoming more and more repulsive and transgressive, but they are mostly legal. Simply kicking them over is not an option. That is a criminal offence!
An NGO that fights back:
The association "Loud Against Nazis" has set itself to promote civil society resistance against the far-right. How can "Loud Against Nazis" win new supporters to collectively oppose dehumanising election advertising in a way that draws attention?
A smart workaround:
Facing the 2021 federal election, we mobilise a community that publicly opposes hatred and smear campaigns. What do we need to do this? A digital blueprint for an "opinion platform", pockets full of birdseed and fearless supporters: pigeons. Fed directly above the inflammatory messages, they comment on the right-wing filth – on behalf of all of us. Instagram filters allowed us to shit and share digitally. This is how we transformed right-wing hate campaigns into a brand experience for good democrats with a sense of humour.
Results to be proud of:
The result was a counter-movement that clearly shows how we want to deal with right-wing radicals in Germany. And also:
> Massive organic distribution.
> Attention on all channels.
> Thousands of new supporters.
> Foul moods among the right-wingers.
> And happy pigeons.
The fact Germany has a problem with right-wing extremism is evident at every federal election: Right-wing campaign posters are becoming more and more repulsive and transgressive, but they are mostly legal. Simply kicking them over is not an option. That is a criminal offence!
An NGO that fights back:
The association "Loud Against Nazis" has set itself to promote civil society resistance against the far-right. How can "Loud Against Nazis" win new supporters to collectively oppose dehumanising election advertising in a way that draws attention?
A smart workaround:
Facing the 2021 federal election, we mobilise a community that publicly opposes hatred and smear campaigns. What do we need to do this? A digital blueprint for an "opinion platform", pockets full of birdseed and fearless supporters: pigeons. Fed directly above the inflammatory messages, they comment on the right-wing filth – on behalf of all of us. Instagram filters allowed us to shit and share digitally. This is how we transformed right-wing hate campaigns into a brand experience for good democrats with a sense of humour.
Results to be proud of:
The result was a counter-movement that clearly shows how we want to deal with right-wing radicals in Germany. And also:
> Massive organic distribution.
> Attention on all channels.
> Thousands of new supporters.
> Foul moods among the right-wingers.
> And happy pigeons.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Philipp und Keuntje / Hamburg
Art Director
Jule Matthias
Copywriter
Kristina Becker
Chief Creative Officer
Diether Kerner
Executive Creative Director
Jonas Keller
Account Management
Lena Reinke
Creative Director Art
Annika Frey
Creative Director Text
Nils Busche
Junior Account Management
Luca Dippold
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