| 标题 | Nazis against Nazis - Germany's most involuntary charity walk |
| 广告公司 | MullenLowe Global |
| 广告战役 | Nazi vs Nazis |
| 广告主 | ZDK Gesellschaft Demokratische Kultur |
| 品牌 | EXIT-Deutschland |
| Posted | 9月 2015 |
| 行业领域 | 其他 |
| 问题 | On 15 November 2014, we surprised hundreds of neo-Nazis at their annual march in the German town of Wunsiedel by turning their demonstration into something positive: a charity walk. For every metre the neo-Nazis covered, €10 went to EXIT-Deutschland – an NGO that helps neo-Nazis leave the far-right scene (the money was collected from citizens and regional companies beforehand). So we left them with two options: to either sponsor their own downfall or abandon the march through Wunsiedel for the first time in 20 years. With giant banners and chalk writings all along the route, we made sure the neo-Nazis and the general public immediately understood the idea of neo-Nazis unwittingly donating against themselves. Motivated in this way, the neo-Nazis went the full distance and raised €10,000 to help their own members leave the scene. As the neo-Nazis set off, so did a meticulously planned campaign. Via a microsite, Twitter, Facebook and carefully chosen social media influencers, we started the live coverage. Even during the march, 21,000 people visited the microsite and helped us spread the word. In next to no time, the campaign gained its own dynamics and the media worldwide reported about the “Miracle of Wunsiedel” – using our content as a central element. In the end, we not only amazed millions of people in Germany, but also made the work of EXIT-Deutschland famous virtually overnight. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 首席创意官 | Ralf Heue |
| 首席创意官 | Florian Grimm |
| 创意总监 | Jan Wiendieck |
| 创意总监 | Boris Grunwald |
| Strategist | Philipp Schwartz |
| Concept | Ina Bach |
| 客户经理 | Ina Bach |
| 文案 | Matthaeus Bauer |
| 文案 | Michael Martin |
| 文案 | Alina Meisenbach |
| 美术指导 | Fiete Luehn |
| 美术指导 | Anne-Grit Maier |
| 美术指导 | Yasemin Boyraz |
| 美术指导 | Robert Stoof |
| Development | Jens Gardeler |
| Digital Director | Ulrich Erdmann |
| 动作设计 | Michael Sturm |
| 技术总监 | Steffen Zoernig |
| 摄影指导 | Martin Kaeswurm |
| 剪辑师 | Mark Broszeit |
| 制作公司 | 27 Kilometer Entertainment GmbH |
| 制作公司 | Harvest Digital Agriculture |
| 制作公司 | Studio Funk |
| Agency | Grabarz & Partner + GGH Lowe (Hamburg) |
| 首席创意官 | Ralf Heuel |
| 广告经理 | Fabian Wichmann |
| 美术指导 | Fiete Luehn, Anne-Grit Maier, Yasemin Boyraz |
| 广告公司制片 | Judith Uhrlau |
| 广告公司制片 | Kai Struwe |
| Concept | Philipp Schwartz |
| 客户主管 | Ina Bach |
| 网络项目主管 | Miriam Mueckner |
| Online Concept | Ulrich Erdmann |
| Web Developer | Jens Gardeler |
| Camera Assistant | Leon Winkler |
| 音效设计公司 | Studio Funk, Hamburg |
| 剪辑公司 | Harvest Digital Agriculture GmbH |
| 音乐公司 | ROBA Production Music |
| 音乐公司 | MOKOH Music GmbH |
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