Bronze
Music & Sound
Music Adaptation - Song
| Entrant: | Jung von Matt, Hamburg |
| Brand: | adidas |
| Title: | "A Typical German Anthem" |
| Corporate Name of Client: | Florian Amann |
| Client Company: | adidas AG, Herzogenaurach |
| Head of Client Services: | Eva Backes |
| Client Company VP Brand Central: | Björn Jäger |
| Client Companies Senior Directors Brand Communications: | Josephine Walters/Johannes Boldt/Florian Amann |
| Client Company Manager Brand Communications: | Tina Gebhard |
| Client Company Senior Manager Publishing: | Maximilian Lindemann |
| Client Company Manager Publishing: | Burcu Balakar |
| Agency: | Jung von Matt, Hamburg |
| Chief Creative Officers: | Szymon Rose/Daniel Schaefer |
| Executive Creative Directors: | Ronnie Patt/Alexander Michaelsen |
| Creative Director - Art: | Robert Weider |
| Creative Director - Copy: | Mattias Jahn |
| Senior Copywriter: | Irakli Asatiani |
| Copywriter: | Katharina Mohn |
| Art Directors: | Francesca Molteni/Mubarak Kolade Nojimudeen |
| Agency Head of TV: | Johannes Haverkamp |
| Agency Head of CGI: | Matthias Grundl |
| Agency Senior Producers: | Maximilian Helmer/Lina Ulm |
| Agency Project Manager: | Dennis Wist |
| Agency Managing Directors: | Robert Zitzmann/Katja Kraus |
| Agency Strategy Director: | Fabio Gericke |
| Agency Account Director: | Annika Neumann |
| Production Company Director: | Sanjay de Silva |
| Production Company: | ANORAK Film |
| Executive Producer: | Tobias Steinhauser |
| Production Company DOP: | Jake Scott |
| Producer: | Julian Altenburg |
| Production Company Senior Colorist: | Mathieu Caplanne |
| Production Project Manager: | Nasibe Kocas |
| Production Company Production Assistant: | Johan Lovis Mattausch |
| Post-Production Company: | Katalyst Berlin Creative Services |
| Executive Post-Producers: | Florian Zachau/Steffen Röthinger |
| Music Production Companies: | Sizzer, Amsterdam/Factory Studio |
| Music Production Company Founder @ Sizzer: | Sander Van Maarschalkerweerd |
| Music Production Company Executive Creative Director @ Sizzer: | Michiel Marsmann |
| Music Production Company Music Stylist: | Jesper Gadeberg |
| Music Production Company Senior Sound Designer @ Factory Studios: | Jack Hallet |
Description:
The typical German love of football has seemingly disappeared.
As a German brand and DFB partner, adidas set itself a bold goal for the home European Championship: to re-ignite the love of football through the launch of the new DFB jerseys. But how does a piece of fabric become a feeling?
Our idea: Turning the jerseys into a symbol for a new German vibe.
We re-wrote the definition of "typically German", updating the old clichés into a way more diverse view of society. So of course, we needed a "typically German" soundtrack.
While many brands leaned into popular tracks, we convinced adidas to modernize a 40-year-old song to move older and younger generations alike.
In 1982„ Major Tom“ by Peter Schilling was a hit in Germany and world-wide. The music tells of somebody taking off into space, defying gravity and inertia. And we wanted to spread exactly this weightless mood and lift-off feeling, as a perfect match for our film and to provide a lift-off for our campaign.
The song hit a nerve and quickly spread like a wildfire in German stadiums. The fans and also German celebrities instantly embraced it.
Soon, an online petition was started to make it the official goal hymn for the German national team - and it succeeded! The song also made back to the German charts and was streamed all over Germany.