Hungry German Youth was a grassroots campaign for the European Football Championship 2012 created to outplay Adidas, who were the main sponsor of the tournament. NIKE wanted to focus on young footballers who are hungry and impatient to make it to the top. In collaboration with Paul Snowden we gave them their own movement: HUNGRY GERMAN YOUTH.
At the heart of our campaign was not a big commercial but a product: The HUNGRY GERMAN YOUTH shirt designed by Paul Snowden. It was worn by NIKE assets in the German national team like Mesut Özil, Mario Götze and Sami Khedira. Together with a lookbook, that set the tonality of the movement, the t-shirts were seeded to influencers and teens via social media and interactive promotions.
During the European Championship the movement began to rise. A website told the story of HUNGRY GERMAN YOUTH and wildposts in German cities popped up featuring comments celebrating the victories of the German team – headlines that even made it onto the cover of Germany’s biggest tabloid “BILD”. Though the German team lost against Italy in the semi final, HUNGRY GERMAN YOUTH is not over but, as the last wildpost cheered, stays hungry.
THE LOOKBOOK WAS AWARDED WITH
1x BRONZE (Literature) & THE CAMPAIGN WAS AWARDED FOR INTEGRATED COMMUNICATION by ADC 2013
THE POSTERS ARE PART OF 100 BESTE PLAKATE
With and for VCCP, Nike // July 2012