Title | Donate The Hate |
Agency | Grabarz & Partner |
Campaign | Donate The Hate - The Involuntary Online Donation |
Advertiser | ZDK Gesellschaft Demokratische Kultur |
Brand | ZDK GESELLSCHAFT DEMOKRATISCHE KULTUR |
Date of First Broadcast/Publication | 2016 |
Business Sector | Others |
Story | ZDK used the comment function on social media platforms to turn hateful comments about Germany’s refugee crisis into donations to the cause – essentially transforming haters into supporters. Their microsite tracked the number of “involuntary donations,” created a list of Top 10 donors and caught the eye of big deal sponsors such as Facebook. |
Media Type | Case Study |
Length | |
Creative Director | Jakob Eckstein |
Creative Director | Matthias Preuß |
Copywriter | Jakob Eckstein |
Copywriter | Stefan Geschke |
Copywriter | Lisa Weibezahl |
Art Director | Matthias Preuß |
Art Director | Tobias Lehment |
Art Director | Florian Kronenberg |
Production Company | Harvest |
Programmer | Boris Horn |
Chief Creative Officer | Ralf Heuel |
Account Supervisor | Joelle Timores |