adidas Matchball for Euro 2024
The 6th Annual Awards
- Best Launch Campaign
ABOUT THIS ENTRY
EURO 2024 is being held in Germany, but after a decade of disappointments, the nation has lost its football love. Adidas wanted to reignite the passion with the launch of its official match ball—”FUSSBALLLIEBE”.
We created the biggest ball launch ever by dropping a giant 20-meter ball in front of Berlin’s Olympic Stadium, its imprint creating the world’s first playable crater football pitch.
Lasting 72 hours, the event featured tournaments, training sessions, freestyle battles and appearances by Germany’s best players. Culminating with the highly anticipated match between Germany and Turkey who played with the new ball. In one weekend a nation was shown that it’s passion can be rekindled anywhere a ball is present, and the love of the game can and will come back to Germany.
How does this represent “Excellence in Engagement”?
Re-engaged the Germany public with a sport they onceed loved and help restore a passion for a international tournament taking place in Germany. The term Fussballliebe is now beocming part of the national conversation on streets, in home and on television.
Objective
Create an event that re-establishes adidas as a peer sport brand. Charge the name Fussballliebe with emotional significance well before the start of the tournament and make it a symbol of EURO 2024.
Strategy & Execution
Since 2014 the German national team has consistently underperformed causing a record country-wide drop in sports participation and attendance. But in 2024 the Euro Finals will take place in Germany. adidas decided to bring the joy of football back to the country with the launch of the official EURO24 matchball, named FUSSBALLLIEBE (translates as “Joy of Football”). Using a simple human truth installed in us since childhood—wherever you put a ball, there’s a goal.
We brought to life that power of imagination by turning everyday street objects that look like goals into actual adidas branded goals.
Organizations
- Jung von Matt SPORTS
- Act 3
- adidas AG
Links
Featured
- Classcloown
- Jeannette Harttung
- Jeannie Juice
- Mohi
- WhyGuy
- Elias Nerlich
- Phillip Lahm
- Germany national football team
Credits
Robert Zitzmann
Managing Director
Jung von Matt SPORTS
Katja Kraus
Managing Director
Jung von Matt SPORTS
Ronnie Patt
Executive Creative Director
Jung von Matt SPORTS
Alexander Michaelsen
Executive Creative Director
Jung von Matt SPORTS
Felix Umbach
Creative Director Art
Jung von Matt SPORTS
Blake Waters
Creative Director Copy
Jung von Matt SPORTS
Mattias Jahn
Creative Director Copy
Jung von Matt SPORTS
Robert Weider
Creative Director Art
Jung von Matt SPORTS
Michael Wilde
Creative Director
Jung von Matt HAMBURG
Felix Burger
Creative Innovation Director
Jung von Matt HAMBURG
Lars Grübler
Creative Director Copy
Jung von Matt SPORTS
Benjamin Krause
Senior Art Director
Jung von Matt SPORTS
Tobias Meißner
Senior Copywriter
Jung von Matt SPORTS
Michelle Sitko
Motion Designer
Jung von Matt SPORTS
Andreas Kiesgen
Senior Art Director
Jung von Matt HAMBURG
Maximilian Litwin
Junior Motion Designer
Jung von Matt HAMBURG
Annika Neumann
Account Director / Producer
Jung von Matt HAMBURG
Katharina vom Dahl
Senior Project Manager Sports & Culture
ACT3
Michael Müller Philipps Sohn
Director Business Operations
ACT3
Marie-Isabelle Spohn
Hospitality Manager
ACT3
Denise Barthel
Community Management
ACT3
Björn Jäger
VP Brand Central
adidas AG
Josephine Walters
Senior Director Brand Communications
adidas AG
Johannes Boldt
Senior Manager Brand Communications
adidas AG
Maximilian Lindemann
Senior Manager Publishing
adidas AG
Tina Gebhard
Manager Brand Communications
adidas AG
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
