Audi AG - "Audi x FC Bayern Fan Jacket" by PHNX Awards 2024
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| Título | Audi x FC Bayern Fan Jacket |
| Campaña | Audi x FC Bayern Fan Jacket |
| Anunciante | Audi AG |
| Marca | Audi AG |
| Fecha de primera difusión/publicación | 2023 / 4 |
| Producto | Audi x FC Bayern Partnership |
| Sinopsis | What do you think of when you think about football? Most people envision male players, male fans, the male game. Women's football is still only a marginal sport. It lacks media coverage but also symbols and rituals with which fans and the public can identify. With the "Audi x FC Bayern Fan Jacket", we have tackled precisely this issue: Co-creating a reinterpretation of the deeply masculine fan jacket, the campaign broke down outdated thought patterns and created a platform for a positive, inclusive future for football. A future in which the distinction between men's and women's football will eventually become obsolete. Besides engaging video and social content the integrated campaign also featured an interactive workshop and matchday activations. With 4 million impressions and an Engagement Rate of 12.9 % the campaign was the most successful partnership activation with FC Bayern Women so far. But it did not only rack up record numbers. More importantly, it evoked very positive responses from fans and the public as seen in numerous comments and other reactions (95 % positive sentiment), despite the bold and at times provocative approach of reinventing a piece of tradition. |
| Creative Director | Martin Lieser |
| Creative Director | Daniel Krettek |
| Executive Creative Director | Sandra Schilling |
| Account Director | David Groove |
| Creative Director | Fabio Lazzari |
| Senior Art Director | Alessandra Smiderle |
| Senior Social Media Manager | Jakob Jung |
| Creative Producer | Alexandra Richson-Brezwan |
| Executive Producer | Vita Seyfarth |
| Project Manager | Lavinia Gather-Stammel |
| Creative Director | Alexander Schwan |
| Creative Concept | Claire Henderson |
| Project Supervision | Sebastian Kollmannsberger |
| Project Lead and Implementation | Theresa Hannich |