The Legacy Store Berlin: #PaintBack

This case study explores how The Legacy Store Berlin, a graffiti culture and art tools shop, launched a national campaign to turn messages of hate into messages of joy through artists.

Campaign details

Brand/Sponsor: The Legacy Store Berlin

Title: #PaintBack

Campaign Cost: low-budget (under $100,000)

Campaign Scope: National

Advertising Agency: HEIMAT, Berlin

Campaign Start: 03/23/2016

Campaign Ends: 04/06/2016

Campaign Ran: Germany

Campaign Description: Activation campaign

Campaign Summary

The Legacy Store Berlin, a shop for graffiti culture and art tools, thinks of graffiti as a language to spread joy. However, there's one symbol that is about spreading hate: the Hakenkreuz (the Swastika). You can remove it. But how about using it as a medium to send back a different message? In Spring 2016,...

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