Draftfcb Promo GET RID OF THE BROWN CRAP! by DraftFCB Hamburg

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Promo & PR
Market Germany
Agency DraftFCB Hamburg
Executive Creative Director Dirk Haeusermann
Creative Director Jessica Schneider, Bill Biancoli
Client Service Director Nadja Ludwig
Released January 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: DRAFTFCB
Date of First Appearance: Jan 28 2011
Entrant Company: DRAFTFCB GERMANY, Hamburg, GERMANY
Executive Creative Director: Dirk Haeusermann (Draftfcb Germany)
Creative Director: Bill Biancoli (Draftfcb Germany)
Creative Director: Jessica Schneider (Draftfcb Germany)
Senior Copywriter: Carsten Welter (Draftfcb Germany)
Internship Art: Elisabeth Schunck (Draftfcb Germany)
Client Service Director: Nadja Ludwig (Draftfcb Germany)
Account Manager: Martina Dellinger (Draftfcb Germany)
Internship Account: Marina Karmelic (Draftfcb Germany)
Print Producer: Mario Wienke (Draftfcb Germany)
Desktop Publisher: Ponke Schlaack (Draftfcb Germany)
Media placement: Dispensers For Printed Dog Waste Bags - Berlin - 28.01.2011

Describe the objective of the promotion.
The objective was to take a stand against racism and right-wing extremism in Germany.

Describe how the promotion developed from concept to implementation.

We created the motto "Get rid of the brown crap!" and placed it on 50,000 public dog waste bags in Berlin.
Explanation: in Germany, the colour brown is associated with naziism and right-wing extremism. It originates from the brown coloured uniforms of the Sturmabteilung (SA) in Nazi-Germany.
We used the bags as a simple and inexpensive solution for a message with a strong double meaning. The bags show in a simple way, that naziism is real crap and something we have to get rid of.

Explain why the method of promotion was most relevant to the product or service.
Since January 2011, thousands of dog owners and passersby in Berlin are encouraged to think about right-wing extremism and to get active through donations to the initiatives "Laut gegen Nazis" (Loud against Nazis) and "Aktion Zivilcourage" (Campaign civil courage).

Describe the success of the promotion with both client and consumer including some quantifiable results.

Quickly after starting the campaign, the dog waste bags became iconic. They were strongly discussed in social media and the press - with over 50 news articles online and offline. Due to this success we will produce 1 million additional bags.