STONES TELLING STORIES – ONLINE HOLOCAUST MEMORIAL [ by Jung Von Matt/Alster Hamburg for Gunter Demnig

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STONES TELLING STORIES – ONLINE HOLOCAUST MEMORIAL [

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Industry Website, Public awareness
Media Print, Magazine & Newspaper
Market Germany
Agency Jung Von Matt/Alster Hamburg
Art Director Eric Van Den Hoonaard, Alexander Norvilas
Copywriter David Wegener
Producer Philipp Breidthardt
Editor Hendrik Smith, Jessie Fischer
Released June 2011

Awards

Epica Awards 2012
Media Innovation Media Innovation - Traditional Media Gold
Interactive Public Interest Interactive Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Digital Media
Advertiser: GUNTER DEMNIG
Product/Service: STUMBLING STONES
Agency: JUNG von MATT Hamburg, GERMANY
Advertiser GUNTER DEMNIG
Product STUMBLING STONES
Entrant JUNG von MATT Hamburg, GERMANY
Type of Entry: Use of Media
Category: Best Use of Digital Media
Title: STONES TELLING STORIES – ONLINE HOLOCAUST MEMORIAL
Advertiser/Client: GUNTER DEMNIG
Product/Service: STUMBLING STONES
Entrant Company: JUNG von MATT Hamburg, GERMANY
DM/Advertising Agency: JUNG von MATT Hamburg, GERMANY
2nd DM/Advertising Agency: KUBORGH Hamburg, GERMANY
Chief Creative Officer: Jan Rexhausen (Jung Von Matt)
Chief Creative Officer: Dörte Spengler-Ahrens (Jung Von Matt)
Art Director: Alexander Norvilas (Jung Von Matt)
Art Director: Eric Van-Den-Hoonaard (Jung Von Matt)
Copywriter: David Wegener (Jung Von Matt)
Managing Director: Raphael Brinkert (Jung Von Matt)
Account Manager: Benjamin Wenke (Jung Von Matt)
Account Manager: Sara Teckenberg (Jung Von Matt)
Editor: Jessie Fischer (Slaughterhouse Gmbh)
Editor: Hendrik Smith (Slaughterhouse Gmbh)
Colours: Benedikt Hugendubel (Slaughterhouse Gmbh)
Animation: Lars Wemmje (Slaughterhouse Gmbh)
Producer: Philipp Breidthardt (Slaughterhouse Gmbh)
PR: Thomas Reinecke (Dederichs Reinecke & Partner)
PR: Torben Knye (Dederichs Reinecke & Partner)
Website: Till Kubelke (Kuborgh*)

Results

Shortly after we launched the online memorial, offline and online press coverage took off.
Over 45 cities in Germany and Austria immediately wanted to participate and made the data of their local stumbling stones available to us.
We encouraged schools to initiate research projects and supplied them with material. So whole classes can search for traces of deported people in their neighbourhood.
This is how we made the recollection of one of the most horrendous incidents a collective experience.
Donations for hundreds of yet to be placed stones were raised.
Likes and Shares on Facebook showed, that we reached our target audience: the digital natives. Those who tend
The App has currently been downloaded hundreds of times.

Creative Execution

Instead of bringing young people to the memorial stones, we brought the stones to the people. We let them stumble online.
We placed the stones as banners for users to stumble upon. You could find the stones on Google Maps and on Google StreetView you could see the actual house out of which the person had been deported.
We planted street posters in Germany cities that reminded people to keep their eyes open for Stumbling Stones in the pavement. And through an iPhone App users got access to further information like biographies, personal memories and photos.
Thus we made the stumbling experience more tangible and revealed unique stories behind every name – because that´s what people will remember.


Shockingly 50% of the young Germans don´t know what the Holocaust is. To change that we transferred one of the world´s largest Holocaust Memorials into the world´s largest ONLINE Holocaust Memorial: the Stumbling Stones. They are small brass blocks that are put into the pavement in front of the home of a deported person. There are already over 32,000 in Europe.
The Idea: let our target audience stumble where they spend most of their time: online.