GERMANY · BUNDESLIGA · 2018

DFL SUPERCUP

Every football story is a story of passion

The Supercup is a reunion, a football party where real fans come together to celebrate their teams, to celebrate football, and to perform the ritual by showing their support and sharing their passion. Thus who could deliver the message better than them?

In this campaign, we celebrated both teams, their colours and symbols, through their truly authentic fans; those who remain loyal no matter what.

One challenge, two teams, their fans. Nothing else. Football in its purest form.

Who could better to show all this emotion than real fans?

For the two-day studio session we contacted the Official Fan Clubs of the two clubs. Fans loved the idea of being able to represent their club and happily volunteered to collaborate with us in the making of this campaign.

To see them connecting with their particular stories, demonstrating their feelings, makes it easy to understand what is all about.

The other thing we really liked about this project was the possibility of making the branding of a massive stadium such as Frankfurt’s Commerz-Bank Arena.

The criteria for the placement of the images was linked to the designated places for the fans of each club. Bayern fans were facing the looks of the Eintracht fans and vice versa; in the central part of the stadium, where the mixed audience is placed, there was a combination of faces and looks of both clubs.

We chose a very neat, clean and neutral layout for the photographs. A composition that enhanced the wide range of emotions that fans shared without further interference.