The Problem:
Germany still has a big problem with neo-Nazis.
The racist NPD party spreads their hatred of foreigners,especially on facebook. The LGN "Loud against Nazis" asked us to draw people's attention to this problem and make them stand up against it.
The Campaign:
On the international holocaust memorial day, we launched the Like Attack:
The first likestorm instead of a shitstorm. Directly on the NPD's Facebook page
and then attack with our peaceful visual statements.
The Results:
In the first 48 hours more than 100,000 people took part in inflitrating the site until we were the majority. This friendly takeover soon arrived in the media:
We reached a gross media value of more than €800.000 and had more than 7 million people's attention made aware of the importance of fighting racism.
Credits:
Jung von Matt Hamburg
Creative Director: Hans-Peter Sporer, Henning Robert
Art Director: Thimon Machatzke, Canhur Aktuglu
Copywritter: Luitgard Hagl
Art Director: Thimon Machatzke, Canhur Aktuglu
Copywritter: Luitgard Hagl
Creative Team: Thimon Machatzke, Canhur Aktuglu, Luitgard Hagl
Awards:
Awards:
Troy Awards: 1x Gold
Art Directors Club: 1x Silver: 2x Finalist
Art Directors Club: 1x Silver: 2x Finalist
Eurobest: 1x Bronze 2x Finalist
NEW YORK FESTIVALS: 1x Finalist
Cannes Lions International Festival of Creativity: 1x Shortlist
Cannes Lions International Festival of Creativity: 1x Shortlist
CLIO Awards: 1x Finalist
Art Directors Club Europe: 1x Nominated
The Solution:
We decided to confront the Nazis with their greatest fear: Überfremdung. That is neo-Nazi jargon infiltration with foreign blood, so we organised a peaceful takeover of the NPD Facebook page and made people attack it with openmindedness.
We decided to confront the Nazis with their greatest fear: Überfremdung. That is neo-Nazi jargon infiltration with foreign blood, so we organised a peaceful takeover of the NPD Facebook page and made people attack it with openmindedness.
Our visual Statements:
"Rassismus tötet!"(Racism kills!)"Katzen statt glatzen!"(Cats instead of bald heads!) a rainbow version of the Nazi logo with a peace symbol or a German flag mixed up with Turkish one are some of them.
Other visual statements could be seen below www.likeattack.de
The racist German party: NPD got shocked when they were overflooded by thousands of peaceful comments and colorful visual statements so they decided to delete all. Here are some of them:
Some members of the racist German party got annoyed cause of the likestorm.
This is how they reacted:
if you like our Campaign feel free to share and publish it on any media platform!
Likes and comments would be great to see here. thanks :)
