Like-attack - Laut Gegen Nazis | Clapboard Ad Archive
Laut Gegen Nazis and agency Jung von Matt upended the conventions of digital activism with Like-attack, a 2014 public interest campaign engineered at the sharp intersection of social media, political antagonism, and symbolic disruption. The campaign’s concept was as audacious as it was simple: confront a xenophobic Nazi political group on their own turf—Facebook—by overwhelming their page with visible support from foreigners, turning the Nazi party’s aversion to outside influence into an act of mass exposure. More than a social experiment, this was a purpose-built digital incursion that flipped the dynamic of online hate, using the networks and mechanisms beloved by extremists as a stage for their deepest fear. By coordinating a stream of ‘likes’ from international users and publicly visible engagement, Like-attack transformed mundane interactions into living symbols of inclusion and opposition—an approach that sits squarely in Clapboard’s FORMAT#3—Symbolize the Problem, making diversity itself the voice of rebuttal. Jung von Matt’s strategy emphasized not instruction or moralizing, but direct confrontation—with a soft-power logic tailored for the networked age: visibility as resistance, participation as protest, and presence as provocation. The campaign succeeded in delivering a message at once highly targeted and broadly resonant, as the digital incursion not only disrupted the narrative within the hate group’s echo chamber, but powerfully signaled to broader social audiences how the tools of connectivity can be wielded for social change. This creative deployment of social media in the service of public discourse was characteristic of Jung von Matt’s aptitude to turn insight into impact, and Laut Gegen Nazis’ ability to reclaim visibility from hate to hope, using virality as an operational lever in the fight against xenophobia. In a market category too often defined by either polemic or spectacle, Like-attack stood out by making participation the narrative device—neither didactic nor abstract, but a direct translation of principle into social action. The campaign earns 79/100 in Clapboard’s global creative archive. As Clapboard’s curated record shows, this campaign marks a shift for public service communication, where the symbolic use of digital channels can do more than merely raise awareness when it turns real engagement into an unmistakable stand against extremism.
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