The Best Work You May Never See: Serviceplan Deploys AI For #StopRepeatingStories Campaign In Response to Rise of Antisemitic Crimes in Germany
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Robert Goldrich3931 views
Since tension and violence continued to rise across the Middle East, there has been a massive increase in the number of antisemitic crimes in Germany. This is shown by the latest figures presented at the Federal Press Conference shortly before Holocaust Memorial Day. To draw attention to this growing issue, the Zentralrat der Juden (Central Council of Jews) in Germany has launched a comprehensive initiative. Designed and implemented by advertising agency Serviceplan, #StopRepeatingStories uses AI to demonstrate: “How it starts is reminiscent of those days. How it continues is up to you.”
There have been 2,249 antisemitic crimes in Germany since October 7, 2023. Felix Klein, the Federal Government Commissioner for Combating Antisemitism, revealed these figures at the Federal Press Conference on January 25. This is almost as many antisemitic attacks as in the whole of 2022. Antisemitic incidents had already been on the rise in previous years, but now they have reached a new and alarming peak.
At the heart of #StopRepeatingStories are the real stories of Jewish people from Germany about antisemitic incidents they have personally experienced in their everyday lives. In the campaign, these stories are retold by actors in order to protect their privacy. The campaign launch film uses innovative means: AI has been used to age the appearance of the protagonist, Lea. At first, this gives the impression that she is a contemporary witness of the Shoah (Holocaust). As her story unfolds, Lea’s appearance gradually rejuvenates, and together with the details of the story, it becomes clear that her testimony comes from the present.
Jeannette Bohne, creative director at Serviceplan Berlin, explained, “#StopRepeatingStories is a campaign that is very close to our hearts. In order to draw attention to this important issue and touch people’s emotions, you need strong, surprising and innovative storytelling. With the help of Artificial Intelligence, we are able to show how quickly terrible past experiences can become the present, and that it is up to all of us to ensure more tolerance. Because never again is now and every day”.
“It is more important than ever to take a stand. We thank the Zentralrat der Juden in Germany for their trust in this highly relevant campaign. It was great to see the incredible commitment of our entire team, working together with specialists from AI, media, production and UX to set a creative exclamation point against antisemitism,” said Till Diestel, chief creative officer, Serviceplan Germany.
The campaign film is available online and on social media. Further campaign films are planned for the coming weeks.
The strategy and creative concept was developed by Serviceplan Berlin. The creative realization and production took place in cooperation with Serviceplan Make. Benjamin Wollf was the director. Cinematographer Felix Baermann shot the film at Neon Island Studios Berlin.
The music for the campaign was composed, recorded and edited by Not a Machine.
Client Zentralrat der Juden (Central Council of Jews) Agency Serviceplan Germany Jeannette Bohne, managing director; Michael Johne, general manager; Benjamin Baum, creative director, copy; Maxim Weinstein, head of design; Anna-Lena Simon, copywriter; Arash Sabbagh Sani Azad, art director; Tasha Schedler, strategy consultant; Ferdinand Leopolt Lotz, head of XR development; Alexander Nagel, managing partner, Serviceplan MAKE; Christoph Struber, sr. VFX artist, Serviceplan MAKE; Sebastian Weidner, head of CGI, Serviceplan MAKE; Aminah Folli, Tim Stickelbrucks, supervision KI. Production Josephine Rugge, sr. creative producer, Serviceplan MAKE; Katrin Petersen, producer, Serviceplan MAKE; Benjamin Wolff, director; Felix Baermann, DP. Music Not a Machine Jeffrey Lisk, creative director/managing partner; Keona Kruppa, Phil Monch, producers; Fabian Reifarth, Dominik Joel Novak, composers.