Exit-Deutschland, an organization that helps right-wing extremists to leave the neo-Nazi scene, turned a Neo-Nazi demonstration into a charity walk in a campaign that just became one of Germany's most awarded campaigns ever.
GGH Lowe and Grabarz & Partner worked together on the project. It involved a demonstration last November which saw neo-Nazis take to the streets in the German town of Wunsiedel to commemorate their "heroes." Neo-Nazis from across Europe flock to this town annually as a "place of pilgrimage," as the grave of Hitler's deputy Rudolf Hess was located there from 1988 to 2011.
However, this campaign ingeniously transformed the neo-Nazis' funeral march into an involuntary charity walk. Unbeknownst to the participants, the demonstration route was decorated with posters, banners and road markings, using motivational phrases and typical competition elements like a start and finish line to make it look like a sporting event. Phrases like "Donation, march!" and "Final spurt instead of final victory!" spurred on the demonstrators to keep walking -- but for every meter the neo-Nazis covered, 10 Euros was donated by the town's citizens and small businesses to Exit-Deutschland.
The campaign has already become the most awarded campaign in the history of the German ADC, winning 15 out of its 16 nominations including 12 Golden Nails. It also picked up a White Pencil, the category for advertising for social good, at the U.K.'s D&AD awards.