Double award: fivekit wins the Berlin Marketing Award 2025 with its HateAid campaign "Turn off the hate"

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On the evening of October 13, 2025, the Berlin Marketing Award 2025 was presented at the AXICA at the Brandenburg Gate - and fivekit was delighted to receive two awards. The "Turn off the hate" campaign for HateAid, conceived and produced by fivekit, was awarded in the Public Welfare category and was also honored with the Audience Award - a rare double success.

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With this award, the Marketing Club Berlin honored communication projects that are not only creative and strategically convincing, but also take on social responsibility. A total of four prizes were awarded:

• In the Commercial category, the award went to the agency GUD for the "Berlin braucht Erziehung" campaign for Kindergärten City.
• In the Common Good category, fivekit won with "Turn off the hate" for HateAid.
• The honorary award went to the six founders of FC Viktoria Berlin Frauen, who have redefined women's soccer in Berlin with courage, leadership and a clear purpose.
• And the audience award - also presented to fivekit and HateAid - impressively demonstrated that socially relevant communication touches and moves people.

"Turn off the hate" is an audiovisual campaign against digital violence and for respectful, democratic coexistence online. The Film makes visible the real impact that digital hate speech can have - and calls on people to take responsibility together.

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You might also be interested in this case:

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We won't leave #OurInternet to those who want to insult others and silence us. This is exactly what we drew attention to with 'Turn off the hate' - and reached many people," says the fivekit team.

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In his pitch during the award ceremony, Ricardo Mählmann, Managing Director of fivekit:

A single Film cannot stop the increasing polarization on the web and the greed for profit of the tech bros. But it can set something in motion.

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HateAid Managing Director Anna-Lena von Hodenberg, who expressed her enthusiasm after the award ceremony, also shares this attitude:

Bravo, bravo, bravo. Thank you for your commitment and your heart and soul. You are great and the prizes are well deserved!

The jury particularly praised the visual clarity, the digital impact and the socio-political relevance of the campaign. It is an example of how strategic creativity and attitude in communication can contribute to real change. "Turn off the hate" is more than just a campaign film - it is an appeal not to look away when others are insulted or threatened online. Because only together can we turn off the hate.

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