| Titolo | Nazis against Nazis - Germany's most involuntary charity walk |
| Agenzia | MullenLowe Global |
| Campagna | Nazi vs Nazis |
| Cliente | ZDK Gesellschaft Demokratische Kultur |
| Marca | EXIT-Deutschland |
| Posted | Settembre 2015 |
| Settore | Varie |
| Problema | On 15 November 2014, we surprised hundreds of neo-Nazis at their annual march in the German town of Wunsiedel by turning their demonstration into something positive: a charity walk. For every metre the neo-Nazis covered, €10 went to EXIT-Deutschland – an NGO that helps neo-Nazis leave the far-right scene (the money was collected from citizens and regional companies beforehand). So we left them with two options: to either sponsor their own downfall or abandon the march through Wunsiedel for the first time in 20 years. With giant banners and chalk writings all along the route, we made sure the neo-Nazis and the general public immediately understood the idea of neo-Nazis unwittingly donating against themselves. Motivated in this way, the neo-Nazis went the full distance and raised €10,000 to help their own members leave the scene. As the neo-Nazis set off, so did a meticulously planned campaign. Via a microsite, Twitter, Facebook and carefully chosen social media influencers, we started the live coverage. Even during the march, 21,000 people visited the microsite and helped us spread the word. In next to no time, the campaign gained its own dynamics and the media worldwide reported about the “Miracle of Wunsiedel” – using our content as a central element. In the end, we not only amazed millions of people in Germany, but also made the work of EXIT-Deutschland famous virtually overnight. |
| Tipo di Media | Case Study |
| Lunghezza | |
| Chief Creative Officer | Ralf Heue |
| Chief Creative Officer | Florian Grimm |
| Creative Director | Jan Wiendieck |
| Creative Director | Boris Grunwald |
| Strategist | Philipp Schwartz |
| Concept | Ina Bach |
| Account Manager | Ina Bach |
| Copywriter | Matthaeus Bauer |
| Copywriter | Michael Martin |
| Copywriter | Alina Meisenbach |
| Art Director | Fiete Luehn |
| Art Director | Anne-Grit Maier |
| Art Director | Yasemin Boyraz |
| Art Director | Robert Stoof |
| Development | Jens Gardeler |
| Digital Director | Ulrich Erdmann |
| MOTION DESIGN | Michael Sturm |
| Technical Director | Steffen Zoernig |
| Direttore della fotografia | Martin Kaeswurm |
| Editor | Mark Broszeit |
| Casa di Produzione | 27 Kilometer Entertainment GmbH |
| Casa di Produzione | Harvest Digital Agriculture |
| Casa di Produzione | Studio Funk |
| Agency | Grabarz & Partner + GGH Lowe (Hamburg) |
| Chief Creative Officer | Ralf Heuel |
| Advertising Manager | Fabian Wichmann |
| Art Director | Fiete Luehn, Anne-Grit Maier, Yasemin Boyraz |
| Agency Producer | Judith Uhrlau |
| Agency Producer | Kai Struwe |
| Concept | Philipp Schwartz |
| Account Executive | Ina Bach |
| Web Project Manager | Miriam Mueckner |
| Online Concept | Ulrich Erdmann |
| Web Developer | Jens Gardeler |
| Camera Assistant | Leon Winkler |
| Sound Design Company | Studio Funk, Hamburg |
| Editing Company | Harvest Digital Agriculture GmbH |
| Music Production | ROBA Production Music |
| Music Production | MOKOH Music GmbH |