MEIN KAMPF – AGAINST RACISM

Silver Eurobest
ClientGESICHT ZEIGEN! AN ASSOCIATION ENCOURAGING PEOPLE TO STAND AGAINST RACISM IN GER
Category A15. Excellence in Production & Distribution Strategy
TitleMEIN KAMPF – AGAINST RACISM
Product/ServiceMEIN KAMPF - AGAINST RACISM
Entrant OGILVY & MATHER BERLIN, GERMANY
Idea Creation OGILVY & MATHER BERLIN, GERMANY
Media Placement EUROPA VERLAG Munich, GERMANY
Media Placement 2 MINDSHARE Frankfurt, GERMANY
Media Placement 3 KINETIC WORLDWIDE Frankfurt, GERMANY
Media Placement 4 EUROPA VERLAG Berlin, GERMANY
Media Placement 5 EUROPA VERLAG Vienna, AUSTRIA
PR CARLSBERG & RICHTER Munich, GERMANY
PR 2 BARBARA STANG PR Berlin, GERMANY
Production PIRATES 'N PARADISE Düsseldorf, GERMANY
Production 2 TONY PETERSEN FILM Berlin, GERMANY
Production 3 PAS DE DEUX Berlin, GERMANY
Additional Company GESICHT ZEIGEN! Berlin, GERMANY
Additional Company 2 LAIF AGENTUR FUER PHOTOS & REPORTAGEN Berlin, GERMANY
Additional Company 3 VIVIDGREY.DE Berlin, GERMANY
Credits
Name Company Position
Tim Stuebane, Birgit van den Valentyn Ogilvy Germany Executive Creative Director
Bjoern Kernspeckt, Stese Wagner, Sebastian Kraus, Daniela Schmidt Ogilvy Germany Creative Director
Matthias Bauer, Philipp Bertisch, Andreas Richter, Stephan Westerwelle, Joschka Wolf, Colja Lorig, Michael Mogk Ogilvy Germany Art Director
Janne Sachse, Anke Roell Ogilvy Germany Copywriter
Rochus Landgraf Ogilvy Germany Social Media Strategie
Robert Georgi Ogilvy Germany Programmer
Carsten Kaiser, Stephen Kimpel, Patricia Podewin, Iskra Velichkova, Samet Akti Ogilvy Germany Account Management
Martina Diederichs Ogilvy Germany Art Buyer
Lutz Meier Freelancer Copy Editor
Dominik Thomas Butzmann Laif/Agentur für Photos & Reportagen Photographer
Simon Geis vividgrey.de Post Production Press
Georg Ilse Ogilvy Germany Agency Producer
Florian Baeker Tony Petersen Film GmbH Director, Film Producer
Kathie Fischer Tony Petersen Film GmbH Editor
Kris Steininger Pas de Deux Music & Sound
Christian Strasser Europa Verlag, Berlin/Munich/Vienna Publisher
Anna-Karina Berels, Anna-Lena Daniels, Laura Kolb, Julia Steckel Ogilvy Germany Public Relations (Agency)
Claus-Martin Carlsberg Carlsberg & Richter GmbH & Co. KG Public Relations (External)
Barbara Stang Stang PR Public Relations (External)
Uwe-Karsten Heye, Sophia Oppermann, Rebecca Weis Gesicht Zeigen! An association encouraging people to stand against racism in Germany Advertiser's Supervisor
Dr. Stephan Vogel Ogilvy Germany Chief Creative Officer
Christian Scholz Mindshare GmbH Media Manager
Dietmar Birkner KINETIC WORLDWIDE GERMANY GMBH Media Manager
Uschy Koebe, Knud Schlaudraff H&O Frankfurt Print Producer

The Campaign

We stand against the re-publication of Hitler’s "Mein Kampf" in Germany with an open-minded book: "Mein Kampf – against racism"! Exactly at the same time of publication, taking the same title and layout as the original, our counterbook features 11 ¬people and their courageous struggle against racism. Touching stories of people like Mosche Dagan who survived a concentration camp, the granny Irmela Mensah-Schramm who removes Nazi graffiti or MTV host Wana Limar who had to face hate as a refugee child. With 11,000 books and 11 different covers available in every bookstore in Germany and via Amazon we are fighting back – using the tumult around the re-publication of Hitler’s “Mein Kampf” and turning it into a discussion about the society in Germany currently drifting to the right and how to act against it.

Creative Execution

Our campaign made the book “Mein Kampf – against racism“ the relevant topic across society: - An impactful bookmailing to journalists, blogger and influencers brought the counterbook into the public news: in feuilleton radiostations, in Germany’s most-read newspapers and into the discussion of big talkshows on TV. - We activated German celebrities as our contributers to push the project even further: Germany’s No.1 late-night talker, MTV hosts, digital leaders, punk rock musicians and actors. - We presented the book at the biggest German book fair, where it became “one of the most discussed books“ (quote from TV report) - We organized lectures with our courageous strugglers in bookstores and special locations like the former Nazi headquarter in Berlin. - A provocative poster campaign rose awareness around bookstores. - We competed successfully with the reprint of Hitler’s "Mein Kampf" at the determining location: in bookstores with special instore advertising material.

With that kind of book and campaign we pleasently hit the nerve of time in Europe moving towards right-wing populism. "Mein Kampf – against racism" became the relevant topic across society. German celebrities like Germany’s No.1 late-night talker supported and pushed the project. "My Struggle – against racism" became "Our Struggle – against rascim". Only one month after the release, the book with its campaign is a huge success: - Amazon top15 bestseller - the first edition of 11,000 books is nearly sold out - well attended lectures in bookstores - huge social buzz and media resonance – from frontpage stories in popular newspapers to Thursday night talkshows on TV – led to 645 mio contacts and gross media equivalency value of 14.8 mio Euro - we reduced the sentiment ratio of Hitler’s "Mein Kampf" by 12 points in social web – that means: people were mobilised to comment against

This work is an integrated campaign spun around a piece of branded content: a book. “Mein Kampf – against racism” – a direct answer to Hitler’s republished “Mein Kampf“. The book features 11 ¬people and their courageous struggle against racism. A book as a spectacular trigger for PR and social media to talk about the current situation of the society drifting to the right in Germany.

The book and the campaign should 1. reclaim the conception of the two words “Mein Kampf” from the Nazis 2. create a spectacular trigger for PR and social media to ignite a discussion about the society in Germany currently drifting to the right 3. wake up, inspire and encourage the silent majority in Germany to stand up against increasing racism in everyday life. Limited by a small budget our communication strategy focused on earned media with PR and social media. Therefor we implemented 11 strugglers against racism with regional PR relevance and 3 celebrities with national meaning and reach in the book. They built the connecting points to regional and national media. And we made everyone who bought the book an activist against racism, too: not just in social media as a multiplier, but also because 1 Euro from every book sold is donated to the association "Gesicht Zeigen!“.