2011 Results

Agency (city): Grabarz & Partner, Hamburg

Creative Director(s): Ralf Heuel

Copywriter(s): Anna Wilhelmi, Christian Moehler

Art Director(s): Sebastian Kuehn

Agency Producer(s): Karlotta Ahrens

Concept: Philipp Schwartz, Sebastian Kuehn, Nils Ruesenberg

Idea: Philipp Schwartz, Sebastian Kuehn, Alexander Milde

Executive Creative Director: Ralf Heuel

Account Supervisor: Nils Ruesenberg, Ina Bach

Advertiser`s Supervisor: Bernd Wagner, Fabian Wichmann

Print: Cheap Tricks GmbH

Short explanation

We produced 250 T-shirts for Exit bearing the slogan: 'Hardcore rebels. National and free.' We
used an assumed identity to supply them to the organiser of Europe's biggest right-wing rock
festival in Gera (Germany), who then distributed the shirts among festival-goers on 6 August
2011.
A surprise then awaited the rightists back home. The T-shirts had been primed with a print that
washed off. After just one wash, they said: 'If your T-shirt can do it, so can you. We can help
you to get free of right-wing extremism. Exit Deutschland.' This triggered a tremendous
discussion among rightists.