Idea:Let’s prepare the national handball team for China.

Let’s hang them upside down and shoot the official team photo.We invited selected media to the photo shoot for exclusive material, and arranged the official reveal of the Team Photo at a large press conference in order to create a PR event - hence using the media's coverage as a media plan.

A strong combination of the popular handball team and the unusual photo session created a massive PR buzz and great attention around the team and sponsor; PUMA. All with a media budget of DKK 0. The campaign ran strictly in Denmark (Danish speak and interviews) and was covered by media across the country and the PR buzz lasted for well over a week up to the Olympics.

Media exposure: The largest Danish public TV channel and their website. The four largest Danish newspapers' sites. The largest Danish tabloid ran an insert with the photo. 6 online TV channels. 14 local newspapers across the country and their websites.