Every football club has it's 1 supporter everyone in the stadium knows about: it's a die-hard fan with whom the rest of the supporters can identify, but isn't necessarily known to the outer world. The main challenge for this casting, was to find them and manage to get them to our studios under the pretext of a TV-interview.

Via a participative social media campaign (#ShowYourColors), we managed to engage 30.000 self-proclaimed Bundesliga clubfans who were willing to join us and come and tell us why the loyalty of the fans is priceless. Out of this broad selection, we found 3 die-hard fans fit for the transfer.

'The Loyalty-test' is a hidden-camera stunt which takes place in a business hotel in Düsseldorf, where 3 self-proclaimed but widely recognised die-hard fans are invited for a "TV interview" about fan loyalty. Once seated, they get an offer they can't refuse from two fake football agents to switch teams and become ambassadors for their most rival club. What we then see is an illustration fo the fact that loyalty of a football fan is priceless.

The Bundesliga is Germany's primary football competition, the football league with the highest average stadium attendance worldwide and watched by millions of football fans around the world. During 3 weeks of winter, the competition is interrupted and attention shifts towards the transfer window (‘mercato’) with clubs willing to offer a lot of money for star players to change colors.