Free Democratic Party "Dark Diaries"|海报/平面|广告营销案例【ADGuider广告指南】

自由民主党 “黑暗日记”

案例简介：概要 2017 是德国公众对政治失去信任的一年。在虚假新闻和民粹主义的新时代，没有人知道政治中什么是真实的。自由民主党想要改变这一点。他们将在德国最大的联邦州 -- 北莱茵威斯特伐利亚开展一场运动。总的目标是根据新的总体战略重新定位党，赢得更多的选票。结果社交媒体活动产生了超过 1.25亿的印象，互动比所有其他政党都多。竞选的病毒式成功导致克里斯蒂安 · 林德纳成为谷歌搜索最多的政治家，并突出了出色的成功。因此，“黑暗日记” 不仅仅是一份文件，而是引发了一场关于政治和真实性的讨论。最后，小党达成了一个历史性的结果，并证明了真相是可以得到回报的。执行《黑暗日记》是著名的战争与危机摄影师丹尼尔 · 罗森塔尔的 14.000 部纪录片, 这提供了在所有渠道体验克里斯蒂安 · 林德纳和 360 自由民主党竞选的机会。特别是实时格式将整个过程和候选人直接带给了人们。这场运动将政治局党与不同层次的观众联系在一起。活动描述 “黑暗日记” 让公众对党主席克里斯蒂安 · 林德纳和自由民主党竞选活动的日常生活有一个残酷诚实的洞察，即使在他们最黑暗的时刻。在一种政治文化中，每个人都把自己放在最好的角度，自由的 Deomcrats 做了相反的事情，并从所有渠道的内部角度发表了他们关于失败、战斗和争论的故事。这部电影提供了一个观察选举活动幕后的机会。因此，这场运动成为观众 360 的体验，而不仅仅是另一场选举。

自由民主党 “黑暗日记”

案例简介：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.