Public Movement
Rebranding European Muslims

Kampagne und Benefiz-Gala

Event / Action / Happening / Party / Walk / Intervention


Konzert zur Benefiz-Gala mit "The Kominas" um 23.00 Uhr in der Helmut-List-Halle
Ticketerlöse zugunsten der Kampagne „Rebranding European Muslims“
In deutscher und englischer Sprache
Fr 28.9., 18.45
Camp: Haltestelle
Zur Helmut-List-Halle und retour nach dem Konzert
Auszeichnungen der Gewinnerkampagne "Look Twice!" von Demner, Merlicek & Bergmann:
Bronze in der Kategorie Gesamtkampagne / CCA-Awards, Creative Club Austria/CCA
Gold in der Kategorie Social Advertising / ADGAR Awards, VÖZ Verband Österreichischer Zeitungen.
Platz 1 in der Kategorie Anzeige / EDwards, Extradienst (Mucha Verlag)


Production specifics
Auftragswerk steirischer herbst

In Zusammenarbeit mit 7. Berlin Biennale

A hundred years ago, the Austro-Hungarian Monarchy was the first European country to recognize Islam as an official religion. In the meantime, Muslims have long since become a visible part of the population - but they still primarily represent "the others", while Europe itself is in the process of finally gambling away its utopian ideals. "Rebranding European Muslims" is an international PR project by the Israeli performance and research group Public Movement, which artistically plays with the instruments of a political branding campaign and the strategies of mass communication. Instead of giving answers, the project provokes its own standpoints in its ambivalence. Supported by branding experts and using strategies employed in official political campaigns, the project experiments with artistic possibilities to change public opinion.

The campaign kicks off with a big gala – as a political charity event and as a theatrical staging of commitment and conflict. At the same time, the event honors Austria's historic role as the West's gateway to the Muslim world. Scientists, diplomats, politicians and strategists are invited to celebrate the 100th anniversary of the recognition of Islam as an official European religious community together with a local belly dance group and the choir of the Islamic Cultural Center Graz.

As the highlight of the gala, three well-known branding agencies from Amsterdam, Stockholm and Vienna will present their creative proposals for the future direction of "Rebranding European Muslims" and present them to the audience for selection. The winning concept will be presented in the center of Graz before the campaign is then carried to other cities and countries. Delicacies from the traditional Middle Eastern cuisine round off the gala. The finale will be a live concert by the internationally acclaimed Islamic punk band The Kominas from Lexington/Massachusetts, who will be appearing in Austria for the first time.

Mitwirkende / Mitwirkender: Nadia Kayali
Mitwirkende / Mitwirkender: Omar Al-Rawi
Mitwirkende / Mitwirkender: Jan Demner
Mitwirkende / Mitwirkender: Guleed Mohamed
Chor: Chor des islamischen Kulturzentrums Graz
Musikerin / Musiker: Kenan Dedic
Musikerin / Musiker: Ondin Havic
Musikerin / Musiker: Samir Hodzic
Musikerin / Musiker: Emil Macic
Musikerin / Musiker: Haris Mujacic
Musikerin / Musiker: Neslihan Celebi
Musikerin / Musiker: Helene Byma
Musikerin / Musiker: Katharina Zotter
Künstlerin / Künstler / Gruppe: Public Movement