Gesicht Zeigen! Outdoor, Design & Branding, Case study Mein Kampf - Against Racism ~ Mein Kampf - against racism [image] by Ogilvy & Mather Duesseldorf

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Mein Kampf - Against Racism ~ Mein Kampf - against racism [image]

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market Germany
Agency Ogilvy & Mather Duesseldorf
Chief Creative Officer Dr. Stephan Vogel
Executive Creative Director Birgit Van Den Valentyn, Tim Stuebane
Creative Director Daniela Schmidt, Sebastian Kraus, Bjoern Kernspeckt, Stese Wagner
Art Director Matthias Bauer, Stephan Westerwelle, Philipp Bertisch, Andreas Richter, Joschka Wolf
Released November 2016


Ame Awards 2017
Social Benefit Civic / Social Education: Germany AME Silver Medallion
Use of Medium Point-of-Purchase: Germany AME Silver Medallion
Use of Discipline Promotions: Germany AME Silver Medallion
Use of Discipline Integrated (mixed media): Germany AME Bronze Medallion

Credits & Description

Agency: Ogilvy Germany
Brand: Mein Kampf - Against Racism
Country: Germany
Chief Creative Officer: Dr. Stephan Vogel
Executive Creative Director: Tim Stuebane
Executive Creative Director: Birgit van den Valentyn
Creative Director: Bjoern Kernspeckt
Creative Director: Stese Wagner
Creative Director: Sebastian Kraus
Creative Director: Daniela Schmidt
Art Director: Matthias Bauer
Art Director: Philipp Bertisch
Art Director: Andreas Richter
Art Director: Stephan Westerwelle
Account Management: Iskra Velichkova
Art Director: Joschka Wolf
Cause: Hitler's “Mein Kampf“ (My Struggle), the Nazi propaganda book, can be published once again in Germany after its 70-year copyright expired - while new right-wing extremism grows. Strategy: 1. reclaim the conception of the words “Mein Kampf” from the Nazis 2. create a spectacular trigger for PR and social media to ignite a discussion 3. wake-up and encourage the silent majority Idea: “Gesicht Zeigen!”, a non-profit association encouraging people to stand against racism, fights back - with a book: "Mein Kampf - against racism"! By taking the same title, type and layout as the original, we created a counterbook featuring 11 courageous strugglers against racism. Execution: Our campaign made the book the relevant topic across society: - bookmailing activating influencers. - We activated German celebrities as our contributers: Germany's No.1 late-night talker, MTV hosts, digital leaders, punk rockers, actors, … Results: - 645 million contacts via earned media worth 14.8 million Euro