WORK FOR GOOD CUT - TV/CINEMA

Irmela vs. Nazis - toom DIY market
toom brand products

Shortlist

Title:	Irmela vs. Nazis
Brand:	toom DIY market
Product/Service:	toom brand products
Client:	toom DIY market
Agency:	Scholz & Friends
Production Company:	Kleine Brüder
Sound Company:	massive voices
Notes for Judging:	Germany carries the weight of its Nazi past, a horror enabled by many silent bystanders who decided not to see and not to act. And today? In the very same country ultra-right extremism is on the rise again. So toom, a German DIY retailer, decided to not look away, but act – by launching a simple yet provocative campaign that documented an 80-year-old Grandma who dedicated her life to remove Nazi propaganda from public space. Confronting the nation's historical burden and its present-day challenges, toom and Grandma Irmela made a bold statement that simple DIY tools can be used to safeguard our democratic values. In a market where brands often shy away from controversy, toom chose to stand up, speak out, and empower its customers to follow Grandma Irmelas example.
Additional Credits:	CEO: René Haßfeld Director Marketing: Dr. Robert Wiegand Head of Marketing Strategy & Media: Elisabeth Jansen Lead Brand Communication: Sebastian Neumann Marketing Manager Brand Communication: Lena Wilhelmy, Alona Konrad Lead Media & Local Marketing: Rene Meerbach Digital Media Manager: Sarah Groß Chief Creative Officer: Matthias Spaetgens Managing Director Creation: Robert Krause Chief Strategy Officer: Constantin Dudzik Client Service Director & Member of the Management Board: Lisa Erdmann Executive Creative Direction: Michael Winterhagen Creative Direction: Philipp Siegwardt Associate Creative Director: Francesca Montrucchio Art Direction: Lenard Flören, Dirk Rothe Copywriting: Sanem Meyer Account Manager: Wiebke Lorenz, Damaris Lang Strategy: Nicolas Schindler Strategy: Nils Engelbrecht Art Buying: Kerstin Mende Agency Producer: Nele Siegl, Maximilian Neumann Agency Producer (Print): Carola Georgi, Sascha Kopatsch (Hogarth) Photography: Lennart Ritscher, Viktoriia Yemets Direction: Leo Fuchs Cinematography: Philipp Menke Producer: Karl Leon, Benita Freier, Max Mattis Editing: Daniel Klessig, Florian Daßler Online-Postproduction: SLAUGHTERHOUSE, Firmament Media