Search racism, find truth. A campaign against hate and prejudices.
Refugees removing prejudices in unskippable ads just in front or right wing hate videos on YouTube.
THE SITUATIONGermany 2016. Thousands of refugees flee to the country and are faced with hate.
The greatest weapon of the right wing extremists is the internet. The organisation «Refugees Welcome» wants to put a stop to the spreading of hate videos: with a smart idea and courageous refugees.
THE SOLUTION
The refugees troll Nazi content. On Youtube, for example, when searching for Lutz Bachmann, the German right-wing leader, you will not get past Arif from Syria, who does away with his prejudices. Because these clips are unskippable, the user is forced to listen to the arguments or story of the refugee. All clips anticipate the content of over 100 following videos and rebut the prejudices in them. Additionally, Google Ad words were booked. But when you search for them, you are directly linked to the stories of the refugees.
WHAT THE IDEA DID
Governments, politicians, press and millions of people all over the world shared the campaign.
Hundreds of Nazis blocked their channels from ads and stopped earning money.
During the campaign, Lutz Bachmann was charged with spreading hate videos.
“Refugees welcome” reached an unbelievable boost in supporters and donors.
The donations were used to integrate refugees into German communities and culture.
The campaign made people rethink and it proved: refugees are still welcome in Germany.
AWARDS
2017 ADC Schweiz Silber 1x
2017 ADC Schweiz Bronze 2x
2017 Best of Swiss Web Bronze 1x
2017 SDV Gold 2x
2017 SDV Bronze 1x
2016 Eurobest Shortlist 4x
2016 Eurobest Shortlist 4x
2016 Cannes Lions Silver 1x
2016 Cannes Lions Bronze 3x
2016 Cannes Lions Shortlist 4x
2016 Clio Silver 3x
2016 Clio Bronze 1x
2016 Eurobest Gold 1x
2016 Eurobest Silver 1x
2016 Eurobest Bronze 4x
2016 Eurobest Shortlist 4x
2017 ADC Schweiz Silber 1x
2017 ADC Schweiz Bronze 2x
2017 Best of Swiss Web Bronze 1x
2017 SDV Gold 2x
2017 SDV Bronze 1x
2016 Eurobest Shortlist 4x
2016 Eurobest Shortlist 4x
2016 Cannes Lions Silver 1x
2016 Cannes Lions Bronze 3x
2016 Cannes Lions Shortlist 4x
2016 Clio Silver 3x
2016 Clio Bronze 1x
2016 Eurobest Gold 1x
2016 Eurobest Silver 1x
2016 Eurobest Bronze 4x
2016 Eurobest Shortlist 4x
2016 Cannes Lions Silver3x Cannes Lions bronze, 3x Cannes Lions Shortlist, 3x Clio silver and 1x Clio bronze, 1x Eurobest Gold, 1x Eurobest Silver, 4x Eurobest Bronze, 4x Eurobest Shortlist.
CREDITIS
Agency: FCB Zürich
Client: Flüchtlinge Willkommen, Mareike Geiling, Jonas Kakoschke
Chief Creative Officer: Dennis Lück
Creative Director: Andy Lusti
Creative Director Digital: Hanja Heuss
Copywriter: Sarah Ming
Art Directors: Olivia Schläpfer, Fabian Sigg, Elgee David Wee, Lia Bellini
Content Developers: Emanuel Büchler, Marco Frei
Client Service Director: Mark Becher
Account Directors: Mirjam Milenkovic, Michael Hürlimann, Sharon Nehrenheim
Frontend Developer / Designer: Aleksandar
Agency: FCB Zürich
Client: Flüchtlinge Willkommen, Mareike Geiling, Jonas Kakoschke
Chief Creative Officer: Dennis Lück
Creative Director: Andy Lusti
Creative Director Digital: Hanja Heuss
Copywriter: Sarah Ming
Art Directors: Olivia Schläpfer, Fabian Sigg, Elgee David Wee, Lia Bellini
Content Developers: Emanuel Büchler, Marco Frei
Client Service Director: Mark Becher
Account Directors: Mirjam Milenkovic, Michael Hürlimann, Sharon Nehrenheim
Frontend Developer / Designer: Aleksandar