PAY WITH PEACE

ClientHUMMEL
Category B08. Events & Stunts
TitlePAY WITH PEACE
Product/ServiceSPORTSWEAR
Entrant ENVISION Aarhus, DENMARK
Idea Creation ENVISION Aarhus, DENMARK
Media Placement ENVISION Aarhus, DENMARK
PR ENVISION Aarhus, DENMARK
Production ENVISION Aarhus, DENMARK
Credits
Name Company Position
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.

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

The Situation

While the media expected to publish pictures of violent football fans fighting in the streets of Madrid on the day of a high-risk match, we launched a game-changing event – right next to the stadium – where thousands of football fans came together in peace, despite all their differences.

The Strategy

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.