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

Jung von Matt / Spree

Jung von Matt / Spree Berlin, 德国

奖项

101

该广告属于ACT Responsible项目展品

品牌: Laut Gegen Nazis E.V.
国家: 德国

广告主: Laut Gegen Nazis E.V.

标题	Rights against the Right
广告公司	Jung von Matt / Spree
广告战役	Rights against the Right
广告主	Laut Gegen Nazis E.V.
品牌	Laut Gegen Nazis E.V.
首次发布日期	2023 / 10
行业领域	种族、族裔、民族及残障意识
广告口号	Rights against the Right
剧情简介	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.
哲学	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.
问题	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.
结果	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.
媒体类别	互动
长度	83 seconds
执行创意总监	Jan Harbeck
创意总监	Simon Knittel
创意总监	Christian Wölky
美术指导	Carina Hoffmann
项目经理	Katja Saupe
项目经理	Clarissa Nagel
广告公司制片	Julia Cramer