Having received a briefing from us, the two Hertha BSC stars Arne Friedrich and Gojko Kacar demonstrate just how coveted the new Hertha jersey is. After a home victory we asked them to refuse to swap jerseys with their opponent and to instead swap with each other – in front of the rolling cameras. What followed was a campaign that looked like a spontaneous reaction to the jersey swap and only consisted of original footage from the match.

While the campaign was running, the jersey sale increased by 29%.