A powerful new campaign from agency FCB Zurich and non-profit Refugees Welcome has Syrian refugees telling their own stories to combat prejudice and racism. But more than the content of the videos themselves, it’s their placement that’s extra clever. They are running as pre-roll ads for some of the most vitriolic and xenophobic YouTube videos in Germany.
“We saw what was going on in society and how the mood was changing,” Dennis Lueck, executive creative director at FCB Zurich, tells Adweek. “The more refugees that came in, the more hate started to grow, especially on the internet. We wanted to do something that helps clear up these prejudices and to give these refugees a face.”