How Ogilvy Berlin Is Reclaiming ‘Mein Kampf’ from Extremists

Earlier this year, the copyright protection of Hitler's inflammatory publication “Mein Kampf” (“My struggle”) expired, meaning the book can now be published again. A perfect storm given the racist rants and demonstrations executed by extreme right-wingers in many countries today.

Seeking to oppose pressure on society from the right-wing and the republication of Hitler's inflammatory pamphlet, Ogilvy & Mather Berlin on behalf of non-profit Gesicht Zeigen!, an association encouraging people to stand up against racism in Germany, published a competitive tome, “Mein Kampf – gegen Rechts” (against right-wing extremism and racism). Within the book, 11 strong individuals who have had to deal with xenophobia and intolerance, such as concentration camp survivor Mosche Dagan, once refugee child now MTV host Wana Limar and  Irmela Mensah-Schramm, the grandmother who removes Nazi graffiti) speak up against racism. 

With the first printing of 11,000 books nearly sold out in bookstores in Germany and on Amazon, where it is a top 15 best seller, Mein Kampf – against racism has gained a lot of traction and attention. An English version is pending. The book was showcased at the prestigious Leipzig book fair as one of the most influential and controversial books and has provoked much discussion in social media, on news shows and late night TV.

“Our aim was to reclaim the words ‘Mein Kampf’ from Hitler and to encourage everyone in Germany to stand up against increasing racism in daily life. All through the weapons of a communication agency: creativity, vigour and plenty of passion - resulting in the book publication, a strong PR-campaign, social media and attention grabbing posters, and readings at the Nazi documentation centre in Berlin,” says Tim Stuebane, project leader and ECD at Ogilvy Berlin.

Ogilvy & Mather Worldwide CCO and Co-Chairman Tham Khai Meng notes: “At a time when the entire world begins to totter and ‘hate preachers’ are raising their voices, we consider it our duty to fight for a tolerant and open-minded society. This campaign is timely and is created in the current idiom by Tim Stuebane, Birgit van den Valentyn, Stephen Kimpel and their team."

Ogilvy & Mather Chairman Miles Young adds: “The struggle against racism is never won, it seems. As this project reminds us, it is OUR struggle. And it does so with an inventive use of old and new media.”