The tear-open-mailing for “Mein Kampf – against racism”
Award: Wood Pencil
Wood Pencil / Direct / Direct Mail / 2017
Hitler’s “Mein Kampf“ (My Struggle), the Nazi propaganda book, can be published once again in Germany after its 70-year copyright expired – unleashing a debate in a country struggling against new right-wing extremism. On behalf of “Gesicht Zeigen!” – an association encouraging people to stand against racism – we are fighting back with a book: “Mein Kampf – against racism”! By taking the same title and layout as the original, we created a counterbook featuring 11 people and their courageous struggle against racism. We promoted the launch with a provocative mailing to journalists.
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