German football turns red. Not because of a club, but because of a magazine that has written about all clubs for 100 years.
Football pioneer Walther Bensemann brought the sport to Germany at the end of the 19th century and founded the magazine “Der Kicker” in 1920. In 2020 the sports magazine celebrates its 100th anniversary. On this occasion, the kicker lights up German Bundesliga cities in red with a nationwide out-of-home campaign. The campaign comes from SCHNEEWEISS Konzeptbüro.
The task: all clubs, all fans
As a creative and live communication agency, SCHNEEWEISS’s task was to develop a campaign that takes account of the particularities of Germany’s football cities while pointing to the continuous, 100-year presence of the sports magazine.
Fast and flexible: no testimonials, all formats
The aim was to be able to act as quickly and flexibly as possible. The campaign was therefore developed so that it can be translated to almost all media formats without visible testimonials and elaborate media productions. Successful figures of German football take centre stage – along with the proof that the kicker, as Germany’s oldest sports magazine, has always been part of the game.
100 years of football in quotes
The world of football is shaped by memorable quotes from players, coaches and officials. A selection of well-known quotes lets 100 years of football pass in review as part of the campaign. This not only opens a mental “goal” into the past, but also makes it possible to address regional events and star players in each Bundesliga city.
The anniversary celebration in Nuremberg
Due to the ongoing coronavirus protection measures, the birthday in 2020 took place without an event; the anniversary celebrations were to be made up the following year. Here too, SCHNEEWEISS is involved: with the run-of-show planning and content concept of the event as well as the direction.
SCHNEEWEISS’s thanks went to kicker head of marketing Martin Schumacher and his colleagues for their trust and teamwork, as well as to project manager Fabian Roschig and Nina Heydecker and Anne Schmid of HRG Sports Europe.
Our services
Concept & Strategy
Communication concepts · Creative concepts · Storytelling · Campaign development
Design & Branding
Communication design · Adaptations to almost all media formats
Content & Staging
Run-of-show planning and content concept of the anniversary celebration · Direction
