EURO 2024 is taking place in Germany, the home of adidas. However, due to disappointing results of the national team, a Covid-EURO, and controversial World Cups in Russia and Qatar, Germany has lost its Fussballliebe (football love), and that's the name of the adidas EURO24 official match ball. A word that runs deep in German football, all fans know it but stopped connecting with it.

But in 2024 the Euro Finals will take place in Germany. Addias decided to bring that love back with the launch of the EURO24 official match ball (titled Fussballliebe – Joy of football).

We needed to create an idea that re-establishes adidas as a peer sport brand. Charge the name Fussballliebe with emotional significance well before the start of the tournament and make it a symbol of EURO 2024.

Using a simple insight installed in all our childhood memories - Wherever you put a ball, there’s a goal.

We turned everyday objects that look like goals into real goals, we remind everyone what it was like when they first fell in love with the game. When anything could be a goal from a garage to a park bench. By redesigning and repurposing urban furniture that you walk past every day, we reminded people how fun the game used to be when it was simple – you, a ball and a goal. Anywhere can be your pitch.

We then placed the adidas Fussballliebe ball in front of the goals and documented people’s natural reactions. Eventually their human instincts kicked in, and their inner child told them to just play. Spreading a joy across the streets and parks of Germany that we had through was long lost.

EURO24 is taking place in Germany, home of adidas. But due to poor results of the national team, a Covid-EURO, and World Cups in Russia & Qatar, Germany lost its football love. For the launch of the EURO24 official match ball, adidas wanted to re-ignite the joy of football.

Our task was to target the whole of Germany, football fan or not. We needed to instill a sense of football joy in everyone. A joy that we all felt as children, when we first discovered football – when you have a ball anywhere is your pitch and anything can be your goal. That power of imagination brings football to life. Creating the strategy - Wherever you put a ball, there’s a goal.

Since 2014 the German national team has consistently underperformed and bored fans causing a record drop in sports participation and attendance.

But the 2024 Euro Finals will take place in Germany. Adidas decided to bring the love back with the launch of the EURO24 official match ball (titled Fussballliebe, Joy of Football).

We created a campaign that reminded Germans of that joy with a simple insight - Wherever you put a ball, there’s a goal.

We transformed everyday objects that look like goals into actual adidas goals, then placed Fussballliebe balls in front of them. With hidden cameras we captured people’s natural reactions as their need to play kicked in.

From one social experiment we reminded people what it felt like when they first fell in love with football. When anything could be a goal, and if you had a ball anywhere can be your pitch.

The joy came back.

778 million organic impressions

11.240.000 Engagement

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