Title | PAY WITH PEACE |
Brand | HUMMEL |
Product/Service | SPORTSWEAR |
Category |
B08. Events & Stunts |
Entrant
|
ENVISION Aarhus, DENMARK
|
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.
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.