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Free Democratic Party "Dark Diaries"

basics
Industry: Professional & Public services
Media:Cyber
Market:Germany
Style: Minimalism
descriptioncnen
Synopsis
2017 is a year, where major parts of the German public lost trust in politics. In times of fake news and a new age of populism, nobody knows what’s real in politics anymore. The Free Democrats wanted to change that. They were going to run a campaign in Germany’s biggest federal state – North Rhine Westphalia. The overall aim was to reposition the party according to the new overall strategy and win more votes.
Outcome
The Social Media campaign generated more than 125million impressions with more interactions than all of the other parties as a whole. The viral success of the campaign lead to Christian Lindner beeing the most-googled politician and highlights the outstanding success. Therefore, the “Dark Diaries” became more than a documentation an sparked a discussion about politics and authenticity. In the end the small party reached a historic result and proved that the truth can pay off.
Execution
The “Dark Diaries” is a 14.000 pieces documentary by the renowned war and crises photographer Daniel Rosenthal, which offers the opportunity to experience Christian Lindner and the Free Democrats’ election campaign in 360° on all channels. Especially real-time formats brought the whole process and the candidate directly to the people. The campaign connected the politcal party with the audience on a different level.
CampaignDescription
The “Dark Diaries” give the public a brutally honest insight into the daily routine of party chairman Christian Lindner and the Free Democrats’ election campaign, even in their darkest moments. In a political culture, where everybody puts oneself in the best light, the Free Deomcrats did the opposite and published their story about fail, fights and arguments from an insider-perspective across all channels. The film provides the opportunity to look behind the scenes of of an election campaign. Thereby, the campaign becomes a 360° experience for the audience, rather than just another election campaign.
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awards
Cannes Lions International Festival of Creativity 2018
Silver Design
Digital & Interactive > Social Engagement
Cannes Lions International Festival of Creativity 2018
Bronze Design
Digital Design
D&AD 2018
Wood Pencil Art Direction
Art Direction for Digital Marketing
The One Show 2018
Merit Social Media
Craft / Use of Visuals
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