Cannes Lions

The Wall against Walls

SCHOLZ & FRIENDS, Berlin / INITIATIVE OFFENE GESELLSCHAFT E.V. / 2020

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Overview

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Credits

Overview

Background

The "Initiative Offene Gesellschaft" is an NGO fighting for a democratic society. To raise funds and awareness for their work and to celebrate the Fall of the Berlin Wall, this PR stunt was developed. On November 9th, 2019, the 30th anniversary of the Fall of the Berlin Wall, the "Initiative Offene Gesellschaft" delivered a 2.7-ton letter to President Donald Trump. Signed by the citizens of Berlin, the letter was written on one of the last existing pieces of the historical Berlin Wall. The "Wall against Walls" was meant as a reminder and an inspiration to President Trump that the USA was once fighting for a world without walls and that walls are not a valid political instrument.

Idea

The "Initiative Offene Gesellschaft" acquired one of the last existing pieces of the historical Berlin Wall. A letter to President Trump was written onto the 2.7-ton piece. It arrived in Washington DC on November 9th, 2019, exactly 30 years after the Fall of the Berlin Wall. The "Wall against Walls" was meant as a reminder and an inspiration to President Trump that the USA was once fighting for a world without walls and that walls are not a valid political instrument.

Strategy

The strategy was to confront the former US administration under Trump with their own history and obligation. And we wanted to do this in an emotional and PR generating way. From the people of Berlin – to the people of America. Reminding them that No Wall Lasts Forever. With one of the last existing pieces of the Berlin Wall.

Execution

The "Initiative Offene Gesellschaft" acquired one of the last existing pieces of the historical Berlin Wall. A letter to President Trump was written onto the 2.7-ton fragment. It arrived in Washington DC on November 9th, 2019, exactly 30 years after the Fall of the Berlin Wall. As the delivery was rejected by the White House, the "Wall against Walls" went on a 3-week journey through the conservative heartland of the United States to the southern border. Thousands of American citizens came in contact with our letter until it made its way to the Mexican border where it found its final destination. In July 2021, the wall will be displayed in the City Hall of Los Angeles.

Outcome

Over 150 nationwide and international broadcast stations/newspapers reported about "The Wall against Walls". Over 5,000 citizens of Berlin signed the letter online and supported the "Initiative Offene Gesellschaft". Thousands of American citizens came in contact with our letter until it made its way to the Mexican border where it found its final destination.