Laut Gegen Nazis E.V. - "Rights against the Right"

Jung von Matt / Spree

Jung von Matt / Spree Berlin, Germania

Premi

102

Questo spot fa parte della collezione ACT Responsible

Marca: Laut Gegen Nazis E.V.
Paese: Germania

Cliente: Laut Gegen Nazis E.V.

Titolo	Rights against the Right
Agenzia	Jung von Matt / Spree
Campagna	Rights against the Right
Cliente	Laut Gegen Nazis E.V.
Marca	Laut Gegen Nazis E.V.
Data di Prima Diffusione/Publicazione	2023 / 10
Settore	Enti sociali a sostegno dell'integrazione delle razze, delle minoranze, dei disabili
Slogan	Rights against the Right
Trama	Most Nazi symbols, signs and words have long been banned in Germany and other European countries. However, the Nazi scene has been bypassing bans for just as long: with its own codes and abbreviations. So the banned word "HAKENKREUZ" (Swastika) became "HKNKRZ", "HITLER" became "HTLR" and "VATERLAND" (Fatherland), "VTRLND" – rendering all bans pretty powerless. These Codes – used in place of explicit far-right terms – mean lawmakers are incapable of banning their use. Giving Nazis the opportunity to use them on merchandise such as t-shirts and sweaters to finance the movement. "Laut gegen Nazis" (Noise against Nazis), is a nonprofit organisation that stands against the spread of extreme-right wing violence and hate across Germany and Europe. Our brief was to create awareness for the NGO, boost donations and educate people on existing Nazi codes and abbreviations. The idea: Outsmarting Nazis by securing their codes with trademark law, and revoking the rights of Nazi online shops to use them. Together with Laut gegen Nazis, we secured trademark rights for German and international Nazi codes at the European trademark office. As the new rightful owners of these trademarks, we can now bring Nazi shops to justice for the first time ever. By compelling them to remove and destroy the merch bearing these codes and claiming compensation for each item sold. More and more of these trademarks will be published to create PR buzz for our campaign. We introduced our smart idea to our audience with a film and a website, optimised for press and social media. It is designed to engage our audience and encourage them to take part through donations.
Filosofia	Outsmarting Nazis by securing their codes with trademark law, and revoking the rights of Nazi online shops to use them. Together with Laut gegen Nazis, we secured trademark rights for German and international Nazi codes at the European trademark office. As the new rightful owners of these trademarks, we can now bring Nazi shops to justice for the first time ever. By compelling them to remove and destroy the merch bearing these codes and claiming compensation for each item sold.
Problema	The extreme right have been concealing their hateful ideas through coded messages. Codes – used in place of explicit far-right terms – mean lawmakers are incapable of banning their use. Giving Nazis the opportunity to use them on merchandise such as t-shirts and sweaters to finance the movement. Our client, "Laut gegen Nazis" (Noise against Nazis), is a nonprofit organisation that stands against the spread of extreme-right wing violence and hate across Germany and Europe. Our brief was to create awareness for the NGO, boost donations and educate people on existing Nazi codes and abbreviations. The briefing resulted in a world-first approach to effectively stop the spread of extremist ideologies and hate.
Risultato	The campaign managed to strategically make Nazi codes part of the mainstream public discourse. We ignited a strong and pervasive conversation and played a pivotal role in reshaping the public perception of Nazi merchandise featuring repulsive ideologies. The media reach spanned a colossal 2.2 billion people. Online we reached impressive 117 million. Fostering an active engagement of 170,000, our campaign has masterfully orchestrated an unparalleled wave of awareness for our client, Laut gegen Nazis. The impact manifests in a staggering 630% surge in searches related to the NGO and Nazi codes. Donations have increased by a massive 367%. We have achieved this while Germany is going through a general decrease in charity donations, which plummeted by over 30%., To summarise, our results have vastly exceeded the expectations set by our client.
Tipo di Media	Interattivo
Lunghezza	83 seconds
Executive Creative Director	Jan Harbeck
Creative Director	Simon Knittel
Creative Director	Christian Wölky
Art Director	Carina Hoffmann
Project Manager	Katja Saupe
Project Manager	Clarissa Nagel
Agency Producer	Julia Cramer