Laut gegen Nazis e.V.

Rights against the Right

Agency: Jung von Matt


Most Nazi symbols, signs and words have long been banned in Germany and other European countries. However, the Nazi scene has been bypassing bans for just as long: with its own codes and abbreviations. So the banned word "HAKENKREUZ" (Swastika) became "HKNKRZ", "HITLER" became "HTLR" and "VATERLAND" (Fatherland), "VTRLND" – rendering all bans pretty powerless. These Codes – used in place of explicit far-right terms – mean lawmakers are incapable of banning their use. Giving Nazis the opportunity to use them on merchandise such as t-shirts and sweaters to finance the movement.

"Laut gegen Nazis" (Noise against Nazis), is a nonprofit organisation that stands against the spread of extreme-right wing violence and hate across Germany and Europe. Our brief was to create awareness for the NGO, boost donations and educate people on existing Nazi codes and abbreviations.

The idea: Outsmarting Nazis by securing their codes with trademark law, and revoking the rights of Nazi online shops to use them.

Together with Laut gegen Nazis, we secured trademark rights for German and international Nazi codes at the European trademark office. As the new rightful owners of these trademarks, we can now bring Nazi shops to justice for the first time ever. By compelling them to remove and destroy the merch bearing these codes and claiming compensation for each item sold.

More and more of these trademarks will be published to create PR buzz for our campaign. We introduced our smart idea to our audience with a film and a website, optimised for press and social media. It is designed to engage our audience and encourage them to take part through donations.

This professional campaign titled 'Rights against the Right' was published in Germany in October, 2023. It was created for the brand: Laut gegen Nazis e.V., by ad agency: Jung von Matt. This Digital medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted 5 months ago.


Creative Agency: Jung von Matt
Executive Creative Director: Jan Harbeck
Creative Director: Simon Knittel, Christian Wölky
Art Director: Carina Hoffmann
Project Manager: Clarissa Nagel, Katja Saupe
Production Director: Julia Cramer


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