| Titel | Rights against the Right |
| Agentur | Jung von Matt / Spree |
| Kampagne | Rights against the Right |
| Werbende | Laut Gegen Nazis E.V. |
| Marke | Laut Gegen Nazis E.V. |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2023 / 10 |
| Geschäftsbereich | Gegen ethnische Diskriminierung |
| Slogan | Rights against the Right |
| Story | 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. |
| Philosophie | 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. |
| Problem | 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. |
| Ergebnis | 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. |
| Medientyp | Interaktiv |
| Länge | |
| Executive Creative Director | Jan Harbeck |
| Creative Director | Simon Knittel |
| Creative Director | Christian Wölky |
| Art Director | Carina Hoffmann |
| Projektmanager | Katja Saupe |
| Projektmanager | Clarissa Nagel |
| Agency Producer | Julia Cramer |
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