UWCL Campaign - FC Bayern München

For the historic debut of the FC Bayern Women’s team at Allianz Arena, I developed a powerful campaign aimed at connecting with fans, elevating visibility, and celebrating this groundbreaking milestone in women’s sports.

The foundation of the campaign was a unified key visual concept that ensured consistent communication across all channels. The goal was to create an emotional connection with the audience, using the iconic Allianz Arena and striking black-and-white visuals to capture the intensity and anticipation of match night.

A standout element of the campaign was the Out of Home (OOH) initiative, which I designed to span the entire city of Munich. These installations brought the excitement of the game to life in public spaces, creating a collective experience and generating buzz among fans throughout the city.

To deepen fan engagement, I created a unique visual concept for each player, allowing fans to connect personally with the athletes. This personalized approach resulted in content that was widely shared and celebrated across social platforms, amplifying reach and engagement.

From the initial concept to the final execution, I played a key role at every stage. My responsibility extended from shaping the key visual strategy to ensuring seamless adaptation across various platforms. The result was a memorable and impactful campaign that celebrated the players, highlighted women’s football, and engaged fans in a meaningful way.