#Unhatewomen
#Unhatewomen
2020
·
TERRE DES FEMMES
What remains of the lyrics when they are taken out of their context: pure misogyny. In a viral video campaign, #UNHATEWOMEN takes on the rappers using their own weapons: their lyrics – and places them in the hands of those they subject to verbal violence. Read out by women and free from bling-bling and booming beats, there’s only one thing remaining out of many songs: pure misogyny. #UNHATEWOMEN exposes this hatred in an unspectacular but shocking way.
BACKGROUND
Violence against women often starts with words. German rap dominates the charts and spreads misogynist lyrics to millions, mostly unquestioned.
IDEA
Take the lyrics out of their context and hand them to the women they target. Read without beats and bling, only the misogyny remains.
EXECUTION
Women read the lyrics to camera. The quotes ran as YouTube pre-rolls in front of the very music videos they came from, plus social, (D)OOH, print and a profile filter that made #UNHATEWOMEN a personal statement.
AWARDS
EUROBEST
1× Gold — Social Behaviour
1× Shortlist — Single-market Campaign
1× Shortlist — Glass
CANNES LIONS
1× Shortlist — Content Creation & Production
ADC GERMANY
1× Gold — Social Media Display
1× Gold — Cause Related PR
1× Silver — Social Media Campaign
1× Silver — Social Media Activation
1× Silver — Public Affairs
1× Silver — Realtime Advertising
1× Bronze — Social Dialog
1× Bronze — Video Content
1× Merit — Promotional Film
DEUTSCHER DIGITAL AWARD
1× Best of
3× Gold
MAX AWARD
1× Gold — Public Vote
PR REPORT AWARD
3× Winner — Politics & Society
ALSO AWARDED
ADC Global
Spotlight
Effie Germany
Webby
AGENCY
Philipp und Keuntje
PRODUCTION
It’s Us
DIRECTION
Annegret von Feiertag
PHOTOGRAPHER
Darius Ramazani
CREATIVE DIRECTION
Philip Bolland
David Morales
ART DIRECTION
Christoph Laurisch
COPYWRITING
Jonas Bartelworth
