Jakob Eckstein
Managing Director at Serviceplan Campaign
Hamburg, Germany
TitleDonate The Hate
Agency
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
Creative Director
Copywriter
Copywriter
Copywriter
Art Director
Art Director
Art Director
Production Company Harvest
Programmer
Chief Creative Officer
Account Supervisor

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