The Legacy Store Outdoor Art Beats Hate, 4 by Heimat Berlin

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Art Beats Hate, 4

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Industry Retail, Distribution & Rental companies, Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Germany
Agency Heimat Berlin
Chief Creative Officer Guido Heffels
Creative Director Matthias Storath
Art Director Martin Glöckner
Copywriter Sebastian Stumpf
Released May 2016

Awards

Cresta Awards 2017
Crafts Craft Outdoor: Illustration Bronze Winners

Credits & Description

Country: Germany
Brand: Legacy Berlin
Entrant: Heimat Werbeagentur Gmbh, Berlin
Agency: Heimat, Berlin
Network: Tbwa
Chief Creative Officer: Guido Heffels
Creative Director: Matthias Storath
Copywriter: Sebastian Stumpf
Art Director: Martin Glöckner
Agency Producer: Alexander Münzer, Katrin Zilliger
Cinematographer: Paul Aidan Perry
Post Production: Jonas Schubert, Marco Thau
Synopsis:
Spring 2016. While Berlin Citizens welcome refugees with open arms, more and more radicals spread fear spraying nazi tags over the city giving graffiti a bad name.
Outcome:
The idea went viral immediately and spread globally.Reaching 100 million ad impressions. 5 million euro in eaned media.And more than 10 million video views.
Strategy:
With „Art beats hate“ we wanted to answer messages of hate not with more hate or agression. Instead we wanted to inspire all people by facing radicalism and facism with love, joy and fun. Showing everybody that it’s easy to stand up against hate.
Campaign Description:
While bureaucacy couldn’t tackle the problem graffiti artists took up a stance. Supported by their community’s favourite paint they ecouraged people „Let’s beat hate with art“. They used the Swastika as a medium to turn places of fear into places of joy
Execution:
Artists used the Swastika as a medium to turn places of fear into places of joy. An online film, magazines, posters and workshops inspired people to join.
#PaintBack