Scholz & Friends is one of the leading agency groups in the German-speaking world and active in all major European markets.

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„ Peace and Security: That‘s our mission “

Claim

To celebrate sixty years of NATO’s existence, Scholz & Friends developed three online videos to remind the general public of NATO’s relentless pursuit of solidarity, collective defence and the shared goals of peace, security and stability.

Gallery

Online Spots

Task

  • Developing an international online campaign to celebrate NATO’s 60th anniversary.

 

  • Advancing traditional associations of NATO with war and military to more positive notions of freedom, protection and stability.

 

  • Underline the contemporary significance of NATO to younger audiences less familiar with the organisation’s important international role.

Idea

  • Develop three online videos featuring opening scenes to evoke war, torture and instability but which eventually culminate in more positive scenes emphasising an individual’s right to freedom, liberty and peace.

 

  • Establish an official campaign website featuring the videos and providing additional information on NATO.

 

  • Building synergies with international governments and social media platforms to disseminate key messages to a broad audience.

Success

  • More than 100,000 visits to the campaign website, uploads of viral spots to more than 30 video portals and free placement of online banners on 28 international government websites.

 

  • Views of each video in every NATO Member State reinforced by a positive media response across Europe. 

 

  • Strong support from leaders in foreign affairs and security policy.