M2 Film x Envision Film
GORM Agency (digi)
Geelmuyden Kiese (PR)
Sharing and togetherness is the essence of Danish sports brand hummel.
Therefore, hummel came to us with the task of transforming these essential brand values into a new official Denmark jersey for the EURO 2020.
Sharing and togetherness is also at the core of being a football fan. Strong emotions that find their most powerful expression when we stand united at the game – singing our hearts out!
So, one of the last times fans filled the Danish national stadium in Copenhagen, pre-corona, we turned it into a massive recording studio and captured the roar of 35,000 fans singing together.
Afterwards, we converted the sound of unity into a unique sound wave and then into red fabric – very much like a 3D printer of emotions. And created a jersey with the echo of fans in every single fibre.
We didn't just let the fans co-create the jersey. We let them sing the jersey! And made the jersey an image of their support and devotion.
- 8,700,000 DKK
- Index 163 after the first weeks.
- Jersey sold out after first game in the EURO.
- Index 300 in total (all time high).