Piece #2

  • Piece #1



Piece #2 - The Trojan Shirt


Company:
Grabarz & Partner
Award:
AME Silver Medallion
Brand:
EXIT-Deutschland
Title:
The Trojan Shirt
Country:
Germany
Competition:
Use of Medium
Category:
Guerrilla / Alternative Media

Talent Credits

  1. Ralf Heuel - Executive Creative Director
  2. Philipp Schwartz - Planner
  3. Sebastian Kuehn - Art Director
  4. Nils Ruesenberg - Account Supervisor
  5. Karlotta Ahrens - Junior Producer
  6. Alexander Milde - Art Director
  7. Anna Wilhelmi - Copywriter
  8. Christian Möhler - Copywriter
  9. Bernd Wagner - Advertiser's Supervisor
  10. Ina Bach - Account Supervisor

Campaign Summary

EXIT-Deutschland is a small initiative that helps right-wingers, who want to drop out of the scene, by giving them opportunities for an after-life. The initiative relies on private donations and has to prove their relevance regularly. Challenge: Finding occasions to spread their name and get in discourse with rightists and the public. To get the EXIT message across, we developed 250 T-shirts bearing the rightist slogan: ‘Hardcore rebels. National and free.’ We used an assumed identity to supply them to the organizers of Europe’s biggest right-wing rock festival, who then distributed the shirts among festival-goers. But a surprise awaited the rightists back home. The Trojan idea: We had primed the shirts with a print that washed off. After the first laundry 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.’ The “Trojan Shirt” coup was a great success. The message spread rapidly across the scene. And media from all over the world reported on EXIT's "Trojan Shirts”. Not only the number of donations and fans highly increased but also the number of rightists consultancy requests tripled.



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