DFB-WOMEN – YOUR GAME, YOUR BEAT, YOUR BANK
Title | DFB-WOMEN – YOUR GAME, YOUR BEAT, YOUR BANK |
Brand | COMMERZBANK AKTIENGESELLSCHAFT |
Product/Service | BANK / BRAND PARTNERSHIPS DFB |
Category |
D01. Social Video |
Entrant
|
THJNK Hamburg, GERMANY
|
Idea Creation
|
THJNK Hamburg, GERMANY
|
Media Placement
|
SYZYGY MEDIA Hamburg, GERMANY
|
Production
|
MARKENFILM Hamburg, GERMANY
|
Credits
Tobias Grimm |
thjnk Hamburg |
Creative Managing Director |
Raphael Schils |
thjnk Hamburg |
Creative Director Art |
Niklas Schachtebeck |
thjnk Hamburg |
Creative Senior Copy |
Christina Duskanich |
thjnk Hamburg |
Creative Art |
Clemens Wolff |
thjnk Hamburg |
Creative Copy |
Marco Hackmann |
thjnk Hamburg |
Strategist |
Jessica Kiesel |
thjnk Hamburg |
Account Director |
Isabella Düvelius v. Klass |
thjnk Hamburg |
Account Manager Senior |
Thomas Nabbefeld |
thjnk Hamburg |
Agency Producer |
Mario Feil |
Markenfilm Hamburg GmbH |
Director |
Mortimer Hochberg |
Markenfilm Hamburg GmbH |
Director Of Photography |
Moritz Dreifke |
Markenfilm Hamburg GmbH |
Editor |
Uwe Hellmann |
Commerzbank |
Head of Brand Management |
Georg Habedank |
Commerzbank |
Head of Corporate Marketing |
Stefano Morelli |
Commerzbank |
Campaign Manager |
Marcus Ballhausen |
Commerzbank |
Campaign Manager |
Gabriele Scholz |
Commerzbank |
Campaign Manager |
Background
Summer 2019: the best female footballers are battling it out for the world championship title in France. But nobody in Germany was interested in the women’s football world cup.
Even worse, our female players faced discrimination in the social web: “Women are just there to have babies ... they don’t belong on the pitch”.
It seemed that the debate about equal rights after #metoo was already forgotten. Or has never arrived in the conservative football world. Time to fight against this social injustice. Together with Commerzbank – Germany’s second-largest bank and sponsor of the women’s national team since 2008 – we wanted to create a strong statement for equality and against female discrimination.
Describe the strategy
Instead of running the usual sponsorship campaign, we came up with the idea of giving the women’s national team a platform to raise awareness for the lack of appreciation – not only on the pitch, but in all areas of social life.
We wanted to make a big, visible statement that gave women and girls courage and power in everyday life. To not stand in men’s shadows. To be proud and confident about what they can achieve.
For such a big message we put the brand Commerzbank in the background and gave the players all the attention they deserved.
Describe the execution
With a courageous and self-ironic film, our players discounted hate comments and disarmed prejudices. To achieve this we let our female players speak and act by themselves and recorded a stunning commercial within a 4 hour timeframe.
Every scene tackled a known stereotype, fought a dirty comment from the web or a sexist point of view with humour. They came up with statements like “We don’t have balls. But we know how to use them”. Additionally this statement was supported by our campaign hashtag “Pferdeschwänze” which literally translates as “ponytales” but also suggests these ladies have got balls.
Our film was aired in social channels at the moment the German squad for the 2019 Women’s Football World Cup was announced. It ran from May till July 2019.
List the results
Within a short time, the polarizing video went viral. German and international press as well as TV broadcasters picked up our provocative film in their regular schedule. One bold and funny phrase from the film became a viral hit in social media. More and more prominent supporters, like the German Federal President spoke out for this self confident women's attitude. But that's not all. The message of the spot became a real movement and the #pferdeschwänze became a strong symbol for equality.
Our campaign raked in:
- More than 280 Mio. Media contacts (Online and TV)
- reached people in more than 47 countries
- and generated a PR Value worth 30 Mio. Euros