The Big Shake Up is an emotional, guerrilla-style campaign by Havas Germany and partners in support of the relief alliance Aktion Deutschland Hilft.

On the first anniversary of the 2023 earthquakes in Turkey and Syria, the campaign “shook” Germany’s media landscape—literally. Across TV, radio, digital screens, billboards, websites, and social media, ads were altered to tremble in perfect synchronization, creating a nationwide virtual earthquake to recapture public attention and reignite donations.

The approach was bold and memorable: by disrupting the ordinary media experience, it reminded people of the ongoing suffering and need for support. The campaign successfully re-engaged audiences and drove fundraising momentum for long-term recovery efforts.