Cannes Lions

Alpine Soccer

FISCHERAPPELT, Hamburg / DAIMLER / 2017

Presentation Image
Film
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Overview

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Credits

Overview

Description

We wanted to jump on the media hype of the European Soccer Championship

2016 without talking about it. Soccer attracts a lot of publicity – especially during the Euro Cup, which is also extremely relevant among our male target audience. We wanted to show a so far unknown facet of European football: Extreme Alpine Soccer – that is to say, playing soccer on a very steep slope. This new kind of sport was the perfect story to stage the benefits of the Mercedes-Benz Sprinter 4x4. So we found the ideal slope in the Austrian valley of Montafon as well as two local football teams to compete against each other – and shot the film.

Execution

Soccer attracts a lot of publicity – especially during the Uefa Euro Cup 2016. We wanted to show a so far unknown facet of European football: Extreme Alpine Soccer – that is to say, playing soccer on a very steep slope. This new kind of sport was the perfect story to stage the benefits of the Mercedes-Benz van Sprinter 4x4. So we found the ideal slope in the Austrian valley of Montafon as well as two local football teams to compete against each other – and shot the film. The video shortly became a viral hit counting more than six million views throughout the social channels and attracted huge interest of both the local and trade media. Another reason why the video was so successful was the music. Not only did we invent a new sport, but also a new musical genre: Extrem Alpine Soccer is a mix of alpine sports and soccer. To reflect this exact mix we created a new music genre: Extreme Alpine Trip Hop – a mix of Hip Hop and folk music.

Outcome

With our video Extreme Alpine Soccer we achieved 230.000 views on YouTube. Furthermore, the video was played on Facebook 25 million times. The clip was shown on Japanese television, and last but not least we invented a new sport, which will take place in co-operation with Red Bull this year in the form of a tournament.

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