The tear-off-posters for 'Mein Kampf - against racism'

This case study explores how 'Mein Kampf - Against Racism', a book recreated to change the message of Hitler's book 'Mein Kampf', launched a national campaign in Germany.

Campaign details

Brand/Sponsor: Mein Kampf - against racism

Title: Happiness The tear-off-posters for 'Mein Kampf - against racism'

Campaign Cost: low-budget (under $100,000)

Campaign Scope: National

Advertising Agency: Ogilvy Germany

Product Type: Mein Kampf - against racism

Campaign Start: 01/01/2016

Campaign Ends: 12/31/2016

Campaign Ran: Germany

Campaign Description: new product launch

Campaign Summary

Cause: Hitler's "Mein Kampf" (My Struggle), the Nazi propaganda book, can be published once again in Germany after its 70-year copyright expired – while new right-wing extremism grows. Strategy:

  1. reclaim the conception of the 2 words "Mein...

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