PATCHWORK OF DREAMS
· HUMMEL X DBU ·

 WE REVERSED THE ROLES OF STARS AND FANS AND HAD THE STARS PLAY IN THE SHIRTS OF FANS TO CELEBRATE THE SUPPORTERS.

For decades football fans have bought jerseys with the names of their idols to celebrate the stars. We reversed the roles and had the Danish national team play in the shirts of fans to celebrate the supporters. In this way, we turned a piece of red polyester into a powerful medium. And reached our objective of generating global brand awareness.