The Bookcase For Tolerance

for Anne Frank House

This one I keep close to my chest.
It was a long time in the making.

The project is an AR app that allows everyone to position Anne Frank’s bookcase in their own living rooms – or wherever. Behind it, they’ll find the stories of Anne and four young adults who face discrimination today: Mees, Kuei, Majd, and Dalit.

But it’s so much more than that.
It’s built on the belief that Anne Frank’s bookcase wasn’t constructed to hold books, but to protect lives.
So, we brought it back.

Agency: Innocean Berlin
Role: Copywriting, UX/UI Concept & Writing

Project teaser, directed by Johan Kramer and voiced by Elliot Page.

“Shining a light on the intolerance that persists against young people in the 21st century, with a new campaign focused on today’s teenagers as well as Frank herself.”

– AdAge

Room 01

Anne Frank

Writing against the depths of despair

“I’ll make my voice heard. I’ll go out into the world and work for mankind!”
Anne Frank was only 13 when she went into hiding with her family from the Nazi regime.

Room 02

Kuei

My stand against racism

“This bookcase reminds us of what prejudice and discrimination can lead to. Many young people still have to deal with this. The Bookcase for Tolerance tells their story.”

– Ronald Leopold, Executive Director, Anne Frank House

Room 03

Mees

My stand against inequality

“I think it’s important that we all listen to each other, so if you know their face and their story, then it’s very hard to hate them.”
As a transgender, Mees is not always accepted for who he is.

Room 04

Majd

My stand against prejudice

“When I say I’m from Syria, people think I’m very religious, conservative, less developed. But they don’t realize that behind each one of us there is a story.”
As a Syrian refugee, Majd still has to deal with prejudice.

“This is so impressing and so hurting. I worked with these kids. We helped them in their depression, suffering from mobbing, school phobia… And the sad thing is, there are so many cases.”

– @Matziolaberry, Instagram user

Room 05

Dalit

My stand against antisemitism

“Just be proud of who you are. If you come from a good place, then all you get is good things back.”
Dalit, a feminist illustrator, turns modern-day antisemitism into fuel for her creative engine.

“The Bookcase for Tolerance” was featured on “Koffietijd”, one of the most popular morning shows in the Netherlands.