UEFA Euro 2024 - The Bigger Draw
The 6th Annual Awards
- Best Brand Experience or Activation
- Best Communications Strategy
- Best Global Campaign
ABOUT THIS ENTRY
The official draws for the UEFA's European football championships always attract millions of eyeballs all across the globe. The challenge is, they’re usually quite boring and you can’t even really tell where they are happening, since the locations are all anonymized, making it extremely difficult to highlight the city in which they are held in. With Hamburg hosting the final draw event for this year´s Euros we put the city on the map by rebuilding the draw with actual shipping containers, creating the one iconic image that went around the world.
How does this represent “Excellence in Engagement”?
We have defined a new way to turn a draw into a fan experience for everyone. We turned what used to be a VIP-only event into a spectacle that could be seen on site, on social media and live on TV, making it accessible to everyone. And at a place that stands for real and hard work in Hamburg and to which fans in the curves of our stadiums have a real connection. This turned an official UEFA event into an emotional experience for everyone.
Objective
The official draws for the UEFA's European football championships always attract millions of eyeballs all across the globe. The challenge is, they’re usually quite bland and uninspiring procedures where you can’t even really tell where they are happening. The locations are all anonymized, making it extremely difficult to highlight the city in which they are held in. With Hamburg hosting the final draw event for this year´s Euros our client Hamburg Marketing wanted to change that. So, we used the global media attention to promote our beloved city of Hamburg.
Strategy & Execution
Hamburg is home to one of the biggest and most important container ports in der world, that happens to be just opposite the prestigious Elbphilharmonie, where the UEFA held their draw. So, whilst inside all the official drawing and VIP invite-only procedure took place and was broadcasted live into 169 countries, outside a team of highly skilled port workers did what people said couldn't be done and rebuilt the draw with actual shipping containers in realtime. In just 22 minutes, we staged the biggest spectacle for a draw ever and created within minutes one iconic image that was shared among fans, social media, and live streamed into the world. We created one iconic key image for the worlds sports and news publications.
Organizations
- Jung von Matt SPORTS
- Hamburg Marketing GmbH
- segmenta communications
- Simon&Paul
- Unikai Lagerei- und Speditionsgesellschaft mbH
- PRG AG
- 2Wei Music
Links
Credits
Robert Zitzmann
Managing Director
Jung von Matt SPORTS
Katja Kraus
Managing Director
Jung von Matt SPORTS
Joachim Kortlepel
Managing Creative Director
Jung von Matt SPORTS
Ronnie Patt
Executive Creative Director
Jung von Matt SPORTS
Alexander Michaelsen
Executive Creative Director
Jung von Matt SPORTS
Martin Strobel
Creative Director Art
Jung von Matt SPORTS
Muhamed Braimi
Senior Art Director
Jung von Matt SPORTS
Tina Röttgers
Art Director
Jung von Matt SPORTS
Mayra Schmidt
Junior Art Director
Jung von Matt SPORTS
Jakob Rabold
Creative Director Copy
Jung von Matt SPORTS
Henry Bollmann
Copywriter
Jung von Matt SPORTS
Felix Gerken
Junior Copywriter
Jung von Matt SPORTS
Maximilian Helmer
Senior Creative Producer
Jung von Matt SPORTS
Melina Hülsbeck
Senior Content Creator
Jung von Matt SPORTS
Michelle Sitko
Junior Motion Designer
Jung von Matt SPORTS
Julia Brinker
Executive Client Service Director / Member of the Board
Jung von Matt SPORTS
Susann Ermes
Account Director
Jung von Matt SPORTS
Jakob Lauschner
Project Manager
Jung von Matt SPORTS
Lydia Schiphorst
Managing Director
segmenta communications
Laura Hennemann
Project Manager
segmenta communications
Carlo Oppermann
Director
Simon&Paul
Simon Fessler
Executive Producer / Managing Partner
Simon&Paul
Tobias Stiegler
Producer
Simon&Paul
Jorn Schumann
Edit
Simon&Paul
Ralph Richter
Photographer
-
Svenja Holst-Runge
Head of Hamburg Marketing
Hamburg Marketing GmbH
Bettina Berger
Project Lead EURO 2024
Hamburg Marketing GmbH
Guido Neumann
Head of Media Relations
Hamburg Marketing GmbH
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.
