Terre des Femmes

Agency: Philipp und Keuntje
Production: It’s Us
Direction: Annegret von Feiertag
Photograph: Darius Ramazani
Creative Direction: Philip Bolland, David Morales
Art Direction: Christoph Laurisch
Writing: Jonas Bartelworth

Violence against women does not necessarily have to be physical; it can also be inflicted with words. As has been the case for many years with German rap, which has dominated the charts and promoted a Stone Age image of women.

Through a viral video campaign, #UNHATEWOMEN takes on the rappers with their own weapons: their lyrics. Read out by women and free from dazzling music videos and booming beats, only one thing remains: pure misogyny. In order to reach the target group as effectively as possible, individual quotations were placed as YouTube pre-rolls in front of the very music videos from which they originated. It was impossible to ignore them!

The campaign becomes a controversially discussed topic and the subject of nationwide reporting, thereby successfully increasing the pressure on politicians to take action: the German Federal Council passes the law against hate crimes on the Internet.

Awards: Cannes Lions, ADC Germany, London International Award, OneShow, Eurobest, Webby, Deutscher Digital Award, Max Award, Spotlight, Sabre, Effie …

© Christoph Laurisch 2024