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                                      🎉 2022 Shortlist

                                      FC Bayern World Squad

                                      Entrant: Volkswagen AG

                                      NOMINEE 4x ✨
                                      • Best Brand Sponsorship
                                      • Most Creative Partnership
                                      • Diversity, Equity & Inclusion in Sports
                                      • YouTube

                                      Volkswagen-FC-Bayern-World-Squad

                                      ABOUT THIS ENTRY

                                      FC Bayern Munich and their partner of youth football Volkswagen wanted to challenge the global talent market: By forming the first-ever FC BAYERN WORLD SQUAD – a team of young talents from around the globe who yet never had the chance to shine. The story of the team was told in an original series that followed the team in six 30 minute episodes.

                                      How does this represent “Excellence in Engagement”?

                                      FC BAYERN WORLD SQUAD not only breaks with the laws of the international soccer transfer market. With a unique storytelling approach, the six-part series brings the enthusiasm for soccer closer to the next generation and shows in an accessible way that the billion-dollar business of soccer does not always have to be about money.

                                      Objective: Football is a billion-dollar business with a rare resource: talent. In order to keep up with the best of the best, big clubs are spending more and more money to sign the youngest and most promising players. FC Bayern Munich and their partner of youth football Volkswagen wanted to finally make a difference with an idea that challenges the established talent system and shows that you don’t need millions of dollars to find million-dollar talent.

                                      The primary target group of the campaign was the next generation of soccer fans. Especially Gen Z, which in parts has lost its enthusiasm for soccer and has lost the direct relationship with the billion-dollar business of soccer.

                                      Strategy & Execution: We created the FC Bayern World Squad: a team of promising players from local pitches, backyards, minor leagues and from the edge of the world, who never had a chance to be on the radar of the big leagues. To find them we kicked off a worldwide social-media casting.

                                      The 15 most promising talents were then put together as a team by its coach: world champion Klaus Augenthaler. Then, in a unique storytelling approach, we created a six-episode original series about the newly formed team.

                                      Over the period of 20 weeks, we followed the FC Bayern World Squad around the globe, highlighting their individual stories and how they ultimately became a team. A new and disruptive way to find football talents no one is looking for.

                                      Results: 99% positive user reactions, 214 million hashtag impressions, and coverage from all over the world. The FC Bayern World Squad series was a full-on success. Not only for Volkswagen and FC Bayern Munich but also for the players who received contract offers from top-tier clubs, right after the series ended. And the most promising talent even received an offer and is now training together with the pros of FC Bayern Munich. But the biggest achievement: we showed to a young generation that hard work can pay off and that it’s worth following your dreams.

                                       

                                      Production

                                      We Make Them Wonder 
                                      Jung von Matt SPORTS 


                                      Credits

                                      Dominik Wrasmann
                                      Manager PR & Communication at Volkswagen Football Center
                                      Volkswagen AG

                                      Niels Böse
                                      Manager Digital & Campaigning at Volkswagen Football Center
                                      Volkswagen AG

                                      Lars Weichert
                                      Senior Manager International Youth Football
                                      FC Bayern MĂĽnchen AG

                                      Markus Giering
                                      Manager International Club Media & Partner
                                      FC Bayern MĂĽnchen Digital & Media Lab AG & Co. KG

                                      Alexander Niedenhoff
                                      Manager International Club Media
                                      FC Bayern MĂĽnchen Digital & Media Lab AG & Co. KG

                                      Jonathan Krukow
                                      Working Student International Youth Football
                                      FC Bayern MĂĽnchen AG

                                      Klaus Augenthaler
                                      Coach International Youth Football
                                      FC Bayern MĂĽnchen AG

                                      Christopher Loch
                                      Coach International Youth Football
                                      FC Bayern MĂĽnchen AG

                                      Johannes PflĂĽgler
                                      Coach International Youth Football
                                      FC Bayern MĂĽnchen AG

                                      Juri Sternburg
                                      Screenwriter

                                      Paul Jax
                                      Director & Managing Partner
                                      We Make Them Wonder 

                                      Dani Boldt
                                      Producer
                                      We Make Them Wonder 

                                      Niclas Löffler
                                      DoP & Managing Partner
                                      We Make Them Wonder 

                                      Alexander Michaelsen
                                      Executive Creative Director
                                      Jung von Matt SPORTS 

                                      Ronnie Patt
                                      Executive Creative Director
                                      Jung von Matt SPORTS 

                                      Mattias Jahn
                                      Creative Director Copy
                                      Jung von Matt SPORTS 

                                      Dennis Schwalenberg
                                      Art Director
                                      Jung von Matt SPORTS 

                                      Anika Moeller
                                      Art Director
                                      Jung von Matt SPORTS 

                                      Maximilian Stoll
                                      Junior Copywriter
                                      Jung von Matt SPORTS 

                                      Maximilian Helmer
                                      Senior Creative Producer
                                      Jung von Matt SPORTS 

                                      Melina Hipler
                                      Creative Producer
                                      Jung von Matt SPORTS 

                                      Robert Kosinski
                                      Head of Digital & Innovation
                                      Jung von Matt SPORTS 

                                      Lars Manz
                                      Senior Social Media Manager
                                      Jung von Matt SPORTS 

                                      Insa Eisenberg
                                      Social Media Manager
                                      Jung von Matt SPORTS 

                                      Jonas Klee
                                      Communications Manager
                                      Jung von Matt SPORTS 

                                      Robert Zitzmann
                                      Managing Director
                                      Jung von Matt SPORTS 

                                      Holger Hansen
                                      Managing Director
                                      Jung von Matt SPORTS 

                                      Tobias Freundlieb
                                      Client Service Director
                                      Jung von Matt SPORTS 

                                      Laura Fahlbusch
                                      Account Director
                                      Jung von Matt SPORTS 

                                      Camilla Benatar
                                      Junior Project Manager
                                      Jung von Matt SPORTS 

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.

                                       

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