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Rights against the Right - The first trademark that stops trading Nazi merch. - Laut gegen Nazis
The first trademark that stops trading Nazi merch

Bronze

Title:	Rights against the Right - The first trademark that stops trading Nazi merch.
Brand:	Laut gegen Nazis
Product/Service:	The first trademark that stops trading Nazi merch
Client:	Laut gegen Nazis e.V.
Entrant Company:	Jung von Matt AG
Agency:	Jung von Matt AG
Production Company:	Sehsucht Berlin GmbH & Co. KG
Editing Company:	Sehsucht Berlin GmbH & Co. KG
Creative Director:	Simon Knittel, Christian Woelky, Elena Knittelfelder, Sarah Buggle
Entrant Company Country:	Germany
Release Date:	2023-10-09
Duration:	02:00
Individual Credits:	Daniel Schaefer (Chief Creative Officer)
Individual Credits:	Szymon Rose (Chief Creative Officer)
Individual Credits:	Jan Harbeck (Managing Director)
Individual Credits:	Clarissa Nagel (Project Manager)
Individual Credits:	Katja Sauce (Project Manager)
Individual Credits:	Daniel Antonius (Senior Copywriter)
Individual Credits:	Julia Cramer (Production Director)
Notes for Judging:	For too long, the Nazi scene has been using codes and abbreviations to bypass bans and spread their racist ideology. They codified "HAKENKREUZ" (Swastika) into "HKNKRZ", “HITLER” into “HTLR” and "VATERLAND" (Fatherland) into “VTRLND”. A big problem! These codes, printed on shirts and merchandise, are the main source of income for right-wing organisations. And a way to spread their racist believes. Where lawmakers had been incapable of acting with bans, we found a legal hack for our client and NGO Laut gegen Nazis. It put an end to the spread of Nazi codes for the first time ever: by using trademark law. The campaign, which outsmarts Nazis, has been a phenomenal success for the NGO: Gaining global press coverage and more than 2.2 billion media impressions without any media budget. We’ve come up with a world first approach to stop the spread of Nazi codes once and for all. We secured the trademark rights for the best-selling German and international Nazi-Codes at the European Trademark office. As the rightful owners of these trademarked codes, we can force Nazi shops to destroy the merch bearing these codes. And even claim compensation for each sale. The campaign garnered a 2.2 billion media reach without any media budget. The trending number-one news podcast “Apokalypse & Filterkaffee” dedicated an episode. Major German news outlets like Süddeutsche Zeitung, SPIEGEL, STERN, and ZDF reported and published articles. Our idea spread rapidly in Germany and globally. The campaign played a crucial role in reshaping public perception of hateful Nazi messages. Prompted by the numerous articles, we saw a staggering 630% increase in searches related to the NGO and Nazi Codes. We reached over 117 million users online. Donations increased massively by 687%, while donations in Germany in general have dropped by over 30%.
Additional Credits:	Katharina Boll (Copywriter) Dennis Mayerhöffer (Junior Art Director) Dijk Maarten (Art Director) Dirk Wandersee (Junior Content Creator) Bruno Terenzio (Motion Designer) Laurina Pettke (Junior Project Manager) Özden Uzun (Videographer) Carina Hoffmann (Senior Art Director Digital) Andreas Stanitzek (Senior Copywriter) Svenja Jelen (Senior Art Director) Hendrik R. (Art Director Digital) Lena Pitzl (Junior Art Director Digital) Dominic Bueker (Data Strategy Director) Maik Knackstedt (Data Strategist) 02100 Digital GmbH: Sergio Gancedo (Senior Webflow Developer) Julian Schnute (Senior Project Manager) Cedrik Dudek (Development Director) Redgert Comms GmbH: Tilmann Rohlf (Senior PR Account Executive) Stanij Wicaz (Executive PR Director) Direction: Sehsucht Berlin GmbH & Co. KG Producing: Markus Trautmann Artists: Philipp Brates, Quinten Delahaye, Anne Dolkemeyer, Leon Novakovic, Leo Romanski, Luisa Eesmann, Saskia Kretzschmann, Christian Zschunke