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Made By Denmark – Creative Circle
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Advertising & Digital Advertising — Creative Loyalty
M2 Film x Envision Film
Sharing and togetherness is te essence of Danish sports brand hummel.
Therefore, hummel came to us with te task of transforming these essential brand values into a new official Denmark jersey for te EURO 2020.
Sharing and togetherness is also at te core of being a football fan. Strong emotions that find their most powerful expression when we stand united at te game – singing our hearts out!
So, one of te last times fans filled te Danish national stadium in Copenhagen, pre-corona, we turned it into a massive recording studio and captured te roar of 35,000 fans singing together.
Afterwards, we converted te 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 te echo of fans in every single fibre.
We didn't just let te fans co-create te jersey. We let them sing te jersey! And made te jersey an image of their support and devotion.
- Index 163 after te first weeks.
- Jersey sold out after first game in te EURO.
- Index 300 in total (all time high).
Donna Sandahl Sørensen Visit Denmark
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