Instead of pretending that everything was swell we embraced the crisis. The team and the fans didn’t need a new shirt. They needed to start over with a clean sheet.

So that’s what we gave them. We gave them: The All-White Kit.

Everybody expected hummel to design a classic red-and-white players kit with fancy details and stuff. Instead, we stripped everything away and created The All-White Kit as the symbol of a clean sheet and a new beginning.

And by all-white we mean all-white: Names, logos, shirt numbers – everything was white when the team wore the kit in the first official match.

When the team played in The All-White Kit for the first and only time on August the 31st 2016 it took an entire nation by surprise – flanked by the all-white tifo organized by the fan club, our secret ally, and the all-white “invisible” ads on stadium.

Even before kick-off, the Internet was buzzing about the kit, reporters wearing it, experts analysing it – and everybody starting to get involved with the team again. And its proud sponsor, of course.

Reach: 101,045,310 (Danish population: 5,600,000)

Buzz value: €4,113,319

Media ROI: 23

(Media spend: €10.780)