LIDL
UEFA ACTIVATION

the challenge

just in time for the EUROS 2024 in germany, lidl became official partner of the uefa. to activate the partnership on home turf, one integrated activation strategy & concept was needed. from kickoff to final. engaging fans nationwide. but whose perspective could truly bring that journey
and the brands values to life?

the work

a fan’s perspective, not the brand’s. with football fan
florian schmidt-sommerfeld, the “lidl fan tour” hit the road —
one roadtrip through germany, exploring fan and football culture. welcoming leading voices from football, social and entertainment to celebrate the tournament across germany.
with fellow travelers from chris kramer and
sara doorsoun to paul frege & felix kroos.

resulting in 7 youtube episodes with >3.5 million views.

see results here

episode teaser // paul frege

episode teaser // felix kroos

episode teaser // chris kramer

episode teaser // lisa kueppers