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.
CreditsClient 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.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More