WORK FOR GOOD CUT - DIGITAL
SINGLE (2024)
WORK FOR GOOD CUT - DIGITAL (SINGLE)
JPG
JPG
MP4
2m:11s
The Question Wall - ELNET
Webpage
Shortlist
| Title: | The Question Wall |
|---|---|
| Brand: | ELNET |
| Product/Service: | Webpage |
| Client: | ELNET Deutschland e.V. |
| Entrant Company: | Philipp und Keuntje |
| Agency: | Philipp und Keuntje |
| Creative Director: | Anne Schubert, Hans Esders |
| Individual Credits: | CCO: Robert Müller - Philipp und Keuntje |
| Individual Credits: | Art Direction: Volker Henze - Philipp und Keuntje |
| Individual Credits: | Account Director: Nina Wulf - Philipp und Keuntje |
| Individual Credits: | Account Director: Lena Ponath - Philipp und Keuntje |
| Individual Credits: | Copy: Carolin Kolbinger - Philipp und Keuntje |
| Individual Credits: | Copy: Luca Schindowski - Philipp und Keuntje |
| Individual Credits: | Project Management: Romy Linnenbrügger - Philipp und Keuntje |
| Individual Credits: | Project Management: Alina Scurla - Philipp und Keuntje |
| Individual Credits: | Project Management: David Casula - Philipp und Keuntje |
| Individual Credits: | Film Producer: Diana Scarfó - Philipp und Keuntje |
| Individual Credits: | Production: Sascha Jeide - Philipp und Keuntje |
| Individual Credits: | Final Artwork: Ponke Hermann - Philipp und Keuntje |
| Individual Credits: | Final Artwork: Mareike Dörries - Philipp und Keuntje |
| Individual Credits: | Final Artwork: Dorothea Buczek - Philipp und Keuntje |
| Individual Credits: | Client Service Director: Saskia Fuhrländer - Philipp und Keuntje |
| Individual Credits: | Executive Client Service Director: Tanja Heier - Philipp und Keuntje |
| Individual Credits: | Film Editor: Klas Batschkus - Philipp und Keuntje |
| Individual Credits: | Film Editor: Gero Kleist - Philipp und Keuntje |
| Individual Credits: | Digital Consulting/Creation: Dirk Mävers - Philipp und Keuntje |
| Individual Credits: | Digital Consulting/Creation: David Schubert - Philipp und Keuntje |
| Notes for Judging: | ELNET, the European Leadership Network (ELNET), is a nonpartisan NGO dedicated to European-Israeli relations. It exists to bridge gaps, foster cultural and commercial exchange, and enhance communication and cooperation. To do this successfully, it needs to find ways to lower the many barriers that get in its way. With this work in particular, they sought to counter the growing number of anti-semitic crimes in Germany by arousing curiosity about Jewish life in Germany and involving as many people as possible to encourage them to engage actively with the topic. So, we settled on an approach that avoids accusations and instead promotes more dialogue and understanding between Jews and non-Jews by using humour to bridge the gaps and foster cooperation. "If you laugh at a bad situation, you take yourself out of it and look at yourself as a spectator. It's a psychological process that enables you to keep on living… And Jews laugh at themselves like no nation does." –Prof. Arie Sover, author of "Jewish Humour: An Outcome of Historical Experience, Survival and Wisdom". Knowing many people in Germany feel like they're walking on eggshells around the topic of "Jews", we wondered how to defuse this unease and inspire an open dialogue, so no one feels they need to choose every word carefully. The healing potential of the Jewish Humour tradition inspired us to use humour to lift up this heaviness. If Jewish people laugh at the hazards they've endured over the centuries, why couldn't we ask them if there's such a thing as Kosher Sex? At the center of The Question Wall lies the website fragemauer.de (question wall in English), a digital hub for dialogue and engagement. It was developed to build bridges using humour and giving people a different experience than the typical heaviness surrounding the topic of "Jewish life" in Germany. Through the campaign, ELNET invites as many people as possible to visit the fragemauer.de (question wall in English) website and ask questions about Jewish culture or prejudices. Social psychological research shows that ignorance is linked to intolerance, prejudice, violence, and hatred. And since knowledge helps defuse intolerance, we decided to create a forum for dialogue – fragemauer.de – to set the record straight. But first, we needed to get ELNET's message in front of as many eyes as possible. We formulated the first questions, which appeared on posters and ads to create momentum for the launch. Next, we leveraged the relevance of Dr Felix Klein, the Federal Government Commissioner for Jewish Life in Germany, to earn important partners and press coverage for the campaign. His participation at the launch press conference in June 2023 helped earn 30 media partners and the support of numerous high-ranking politicians including mayors and prime ministers who provided long personal statements endorsing the campaign and donated public space in their cities and municipalities. Meanwhile, we aired our campaign film online and published print ads in renowned German newspapers such as the Hamburger Morgenpost and the Süddeutsche Zeitung. A social media campaign on TikTok, Facebook and Instagram, and thousands of DOOH and OOH (featuring QR codes leading to our website) in every large German city also activated people to engage and send their questions. As people asked the first questions and high-ranking politicians supported the campaign, we took this USG to launch an even bigger second campaign with a cinema spot at 600+ affiliated cinemas around Germany, social media, and DOOH/OOH/Print flight in 50 German cities to engage more people with our unconventional approach and drive even more people to the portal. In this way, the website also served as a content-generating platform. A light-hearted tone of voice and design rounded off the campaign and drove people's engagement. Everything is tolerated, from naive to quirky to clever, and no question is too silly to receive an answer. Of course, you can ask if Jewish people eat cheeseburgers or if Jews have their own Tinder. Humour is the campaign's barrier-breaker and turbocharger. Because people only join in if it's fun. Currently, we expect the website to be an ongoing educational resource where new and returning visitors can continue exchanging information and dismantling some of the ignorance behind anti-semitism. And now we know, facing the complex topic of "Jews in Germany" with a humorous, barrier-lowering approach works: ● 20% increase in interest in Judaism (Civey - Market Research Institute) ● 31% reach increase for ELNET ● Engagement rate +215 % ● Followers +18% ● ATS 3,5 minutes ● 1.05 billion impressions ● The International Charlemagne Prize of Aachen – the oldest and best-known prize for valuable pro-Europe unification work – partnered up for a special edition campaign. ● The initiative has been nominated for the 2024 Simon Wiesenthal Prize. ● A book of the 100 most important questions and answers has been published. |
| Additional Credits: | Civey GmbH |