All in Red - FC Bayern München

For the Champions League semi-finals against Real Madrid, I developed and executed a campaign designed to elevate fan engagement and create an unforgettable atmosphere. Centered around the rallying cry "ALL IN RED," the initiative unified fans and the team, transcending stadium borders.

The campaign was brought to life not only in the Allianz Arena but also in Madrid. For the second leg at the Santiago Bernabéu, where the team wore black, we seamlessly adapted the slogan to "Fighting in Black for All in Red," maintaining the powerful connection between the players and their supporters.

To create an even stronger emotional connection, we addressed the players directly by sharing the slogan "For All in Red" in their native languages. This personalized approach aimed to inspire them on a deeper level and transform the stadium into something truly extraordinary. It worked: the players were visibly moved, and the atmosphere in the arena was unlike anything seen before.

Unfortunately, we lost the semi-finals, but one thing was clear: it wasn’t because of the atmosphere.