| Title | PAY WITH PEACE |
| Brand | HUMMEL |
| Product/Service | SPORTSWEAR |
| Category |
B08. Use of Events |
|
Entrant
|
ENVISION Aarhus, DENMARK
|
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Idea Creation
|
ENVISION Aarhus, DENMARK
|
|
Media Placement
|
ENVISION Aarhus, DENMARK
|
|
PR
|
ENVISION Aarhus, DENMARK
|
|
Production
|
ENVISION Aarhus, DENMARK
|
Credits
| Rasmus Saaby Bentzen |
Envision |
Art Director |
| Peter Boe |
Envision |
Copywriter |
| Tomas Olesen |
Envision |
Account Manager |
| Jesper Herholt |
Envision |
Creative Director |
| Uffe Kjær Thomsen |
Envision |
Extra Credit |
| Morten Lund |
Hummel |
Marketing Manager |
The Campaign
To show the value of peaceful fandom we simply made peace the only currency on match day.
Creative Execution
One thing football fans have in common is that they like to party. So, we created a bar, right next to the stadium, and invented a brand-new currency for this bar only. The currency was: Peace. In this bar you couldn’t pay with money – you had to reach out to the so-called enemy and take a selfie together and show it in the bar. In short: Pay With Peace.
The fans joined our peace movement and sent a powerful message to the hooligans and the rest of the world, standing united in their love of the beautiful game. Both in the streets of Madrid and by sharing the thousands of peaceful selfies on social media.
Drinks served: 4639
Hugs: 2500+
Fights: 0
Instead of merely taking a stand against hooliganism in traditional paid media, we created a powerful event on the day of a high-risk match where football fans could come together in peace despite all their differences. In that way, the fans’ peaceful celebration of football became the media – and the message.
Insights, Strategy and the Idea
Being the shirt sponsor of Deportivo Alavés, hummel wanted to address the many peaceful fans of the club – and non-violent football lovers in general – with a powerful match day event.