Holmes Report 24 May 2017 // 10:01AM GMT
LONDON—Mein Kampf: “Gegen Rechts,” a campaign developed by Ogilvy Public Relations Germany for nonprofit Gesicht Zeigen, took home the Platinum SABRE Award for the best public relations campaign in the EMEA region last year.
FleishmanHillard, including UK operation FleishmanHillard Fishburn and Russian firm FleishmanHillard Vanguard, took home four Gold SABREs—more than any other single firm—but among those with three trophies each were two independent firms (Geelmuyden Kiese of Norway and Hope & Glory of the UK) as well as multinationals APCO, Burson-Marsteller, Hill+Knowlton Strategies, MSLGroup and Weber Shandwick.
The Platinum winning campaign triumphed over more than 2,000 entries from across the region.
After the decision that Hitler’s Mein Kampf could once again be published in Germany, the nonprofit organization Gesicht Zeigen!, advertising agency Ogilvy & Mather and publishing house Europa Verlag developed the book and campaign “Mein Kampf – gegen Rechts,“ a book that tells the true stories of eleven people who are fighting against rightwing violence.
The other finalists for the Platinum SABRE were:
- The Swedish Number from Svenska Turistföreningen with Cohn & Wolfe Stockholm, which gave the Swedish population the opportunity to express their own views on their country to the whole world through a global telephone number answered by random citizens;
- eBay Adopts L'Aquila from eBay Italy and APCO Worldwide, in which the retailer adopted small and medium business from L’Aquila, a city still struggling to recover seven years after a terrible earthquake and used emotional storytelling to humanize the eBay brand;
- In Search of the UAE's Unluckiest Traveler from RSA with Edelman UAE, in which the challenger brand insurance company urged travelers to share their difficult travel experiences, using storytelling to bond with consumers and leading to a 40% increase in sales; and
- Playmobil: Setting Engagement Targets Ablaze with London Fire Brigade, from Playmobil UK with OneChocolate, which saw the toy company sponsor the London Fire Brigade’s 150th year with a stop-motion video, featuring the Playmobil fire engine and characters and an educational campaign.