Hitler Hashtag

By Ogilvy, Berlin, Germany

For Gesicht Zeigen! An association encouraging people to stand against racism in Germany Brand Gesicht Zeigen! An association encouraging people to stand against racism in Germany

Highly Commended in category Design & Branding

In subcategory Identity and Branding - Identity Design Medium 100s

WPPED Cream
Project Description
Right wing populism is getting strong once again on German streets, but even stronger in the internet – the 24/7 place of teens and twens. Right-wing agitators are abusing social networks to attract young people through propaganda. Their aim: to shift society to the right and win elections with first-time voters.
The small anti-racism organization “Gesicht Zeigen!” strives to fight back. To be successful with nearly no budget in the battle against racism, the non-profit organization needed to recruit new supporting members, through a very eye opening, outstanding and provoking campaign.
Insight:
To show the danger of social media in the wrong hands, we used an icon that reigns supreme on the internet: the hashtag.
Agency Solution
Fascism is conquering the internet – the place where teens and twens hang around 24/7. The small anti-racism organization “Gesicht Zeigen!” (well known from their book project “Mein Kampf against racism”) strives to fight back once more.
To show the danger of social media in the wrong hands, we used an icon that reigns supreme on the internet: the hashtag. By simply adding a red and white background we completely changed its meaning, directly referring to the Nazi swastika. The Hitler Hashtag was born. A radically new, provocative and proper answer to the objectives and the most used medium of young people.
We kicked off the campaign with huge flags in the heart of Berlin’s political district, like the Nazis did with their swastika flags in front of their buildings. Simultaneously, we involved a network of 300,000 influencers and let them spread the Hitler Hashtag.
Additionally we made Hitler himself explain the right-wing social media state. Through a reworked version of the Nazi propaganda film “Triumph des Willens” we enabled Hitler to share his online strategy. Stating how he wants to attract and mobilize new followers in the future. We let Hitler mention the social media platforms he wants to misuse – exactly on these we launched the film!
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