GUERILLA PROJECTIONS FOR THE BUNDESLIGA FOUNDATION

A spectacular appearance in nighttime Berlin: our unconventional film format makes a statement for German sport.

https://vimeo.com/109679148

The Bundesliga’s commitment to the German Sports Aid Foundation is built on long-term support.

Under the central idea “Athletes for Athletes”, the Bundesliga Foundation has been supporting the work of the German Sports Aid Foundation in promoting elite sports across various disciplines since the Olympic Games in Beijing 2008. Last year, this partnership was brought to life with the campaign “Move On,” also developed by THE BRAND ORCHESTRA in collaboration with ROBOT. Beginning in autumn 2014, the next stage of the communication concept launched.

The 30-second spot “Projections” puts the 180 athletes of the Nachwuchselite (youth elite) funding program — supported by the Bundesliga Foundation in their athletic and professional development — at the center. Competition and training scenes are projected across everyday objects throughout Germany: onto subway stations, bridges, and building facades. The creative idea behind the spot: all across Germany, countless athletes are doing everything they can with energy and talent to reach the top of the world. The Bundesliga Foundation and the Sports Aid Foundation identify and support the best among them.

The TV spot airs in the Bundesliga environment on Sky and ARD, as well as online. The campaign was produced with the Berlin-based film production company Mutter & Vater.