Ogilvy Germany wins 2016 ADCE Awards Grand Prix for “Mein Kampf – Against Racism”

19. 10. 2016

“Mein Kampf – Against Racism”, created by Ogilvy Germany for non-profit organization Gesicht Zeigen! has won the Grand Prix at the 25th edition of the ADCE Awards.

The campaign came about after Adolf Hitler’s autobiography was published in Germany for the first time in 70 years, after the book’s original copyright had expired.

In response to the launch and to combat right-wing extremism, Ogilvy Germany produced its own book titled Mein Kampf gegen Rechts – or “My Struggle Against Racism”. The book features the stories of 11 inspirational individuals, speaking about how they have tackled prejudice in their lives. The cover, title, format, and layout all mimic the original publication, with the aim of reclaiming the conception of the words ‘Mein Kampf’ and start a conversation about the current situation in Germany.

The Champions League of Creativity

In total, there were 702 creative works entered into the 25th edition of the ADCE Awards. The jury was comprised of 52 leading creatives from 19 different European countries.

The ADCE Awards are unique in that only creative work that has been awarded at a local European show can qualify, ensuring an elite selection in which every single entry that a judge sees has already been nominated as a standout piece of creative.

The 24 winning works awarded “Gold” in the different categories were:

Film & Radio:
1.1. TV Commercials: “Justino” by Leo Burnett Madrid (Spain) for Loterias y Apuestas del Estado
1.2. Cinema Commercials: “Dad” by Ogilvy & Mather Italy (Italy) for WIND TELECOMMUNICATION
1.3. Public Service & Charity: “The World´s Most Expensive Sunglasses” by Ogilvy & Mather Madrid (Spain) for General Traffic Administration
1.4. Corporate Video/TV: “Man Cave” by Heimat Berlin (Germany) for Hornbach Baumarkt AG
1.5. Radio Commercials: “You Should Have Stayed, Bro!” by DDB Düsseldorf GmbH (Germany) for Golden Night Energydrink
1.6. Sound Design/Sound Logos: “Fraunhofer Award Ceremony 2015” by onliveline GmbH (Germany) for Fraunhofer-Gesellschaft zur Förderung der angewandten Forschung e.V.
1.7. Film&Radio/ Any other: “F-ABRIC Denim” by FREITAG lab. Ag (Switzerland) for FREITAG lab. ag

Print & Outdoor:
2.1. Poster Advertising: “Thalys Sounds of the City” by ROSAPARK (France) for Thalys Train Network
2.2. Newspaper Advertising: “The Return of the Blue Pencil” by Ogilvy Portugal (Portugal) for Cofina Media

Interactive & Mobile:
3.1. Interactive/Any other: “Every Day a Play” by Young & Rubicam Budapest (Hungary) for Katona Jozsef Theate

Design & Craft:
4.1. Graphic Design: “Dresden Edition” by Dresden Edition AVANTGARDE Gesellschaft für Komunikation (Germany) for Dresden Information GmbH
4.2. Editorial/Books/Corporate Publishing/Catalogues: “ignasi aballí. sin principio / sin final” by Bisdixit (Spain) for Museo Nacional Centro de Arte Reina Sofía
4.3. Corporate Brand Identity: “Anton macht Ke:s” by Riebenbauer Design GmbH (Austria) for Anton Suterlutty
4.4. Illustration and Photography: “Yiayia and Friends” by Beetroot Design Group (Greece) for Ergon Food
4.7. Environmental Design: “Thalys Sounds of the City” by ROSAPARK (France) for Thalys Train Network
4.8. Design/Any other: “Modern Love - A Kiss Deferred.” by Moth Collective (United Kingdom) for The New York Times

Promotions & New Media:
5.1. Promotions: “Rabbit Race” by Ogilvy Germany (Germany) for Media Markt Management GmbH
5.2. Ambient Use of Media: “Holograms for Freedom” by DDB Spain (Spain) for No somos delito (We are not crime)
5.3. Live Stunts: “SL Benfica Safety Demonstration” by O Escritório (Portugal) for SL Benfica / Emirates

Innovation & Integration:
6.2 Content Ideas: “Mein Kampf – Against Racism” by Ogilvy Germany (Germany) for Gesicht Zeigen! An association encouraging people to stand against racism in Germany
6.4. Best Use of Technology: “Holograms for Freedom” by DDB Spain (Spain) for No somos delito (We are not crime)
6.4. Best Use of Technology: “Street View Test” by Publicis Romania (Russia) for The Automobile Club of Romania

7.1 European Student of the Year: “Dear Brother” by Dorian & Daniel (Germany) for Johnnie Walker
7.2 European Young Creative of the Year: “Shop Like a Jedi” by Ruxandra Drilea (Romania) for Publicis Romania

Winning work will be showcased in the ADCE Annual 2016 and through a touring exhibition around Europe. For a full list of winners, visit http://www.adceurope.org/awards

Facts & Figures
About the 2016 Awards
• 52 judges from 19 European countries
• 702 works from 23 European countries competing
• 175 awarded works:
o 100 Nominations
o 50 Silver
o 24 Gold
o 1 Grand Prix

2016 Jury Presidents:
• Film & Radio: Britta Pötzsch, Global Creative Director at Ogilvy & Mather Dusseldorf (Germany)
• Advertising Print & Outdoor: Chaka Sobhani, Chief Creative Officer at Leo Burnett London (UK)
• Interactive & Mobile: Valentina Culatti, Managing Director at Unit9 (Italy)
• Design: Mario Eskenazi, Founder at Mario Eskenazi Studio (Spain)
• Promotions & New Media: Alexander Kalchev, Executive Creative Director at DDB Paris (France)
• Integration & Innovation: Adrian Botan, Global Executive Creative Director at McCann Bucharest (Romania)

The 3rd European Creativity Festival
Judging of the ADCE Awards took place at the European Creativity Festival at the Disseny Hub Barcelona. Created to celebrate and recognize the art of creativity, graphic design and new creative solutions, this year’s theme was the “The Hybridscape: Where unexpected connections are made”, bringing together professionals from different disciplines to discuss and debate the challenges facing the modern creative.

For the 25th anniversary awards, ADCE co-founder and board member Johannes Newrkla was given the honour of presiding over the awards, and he reflects on the Awards: “What a wonderful way to celebrate 25 years of the ADCE Awards and what a worthy winner of the Grand Prix. It’s been an inspiring and energising weekend for all of us in the jury rooms, and it’s clear that European creativity is in fine health!”