The objective was to activate PUMA’s sponsorship of the Danish Men’s National Handball Team up to the Olympics in Beijing – with a very limited budget. PUMA only had access to the players in relation to the ’official team photo’. This needed to be turned into an advantage rather than a limitation.There is a Danish children’s saying is that since China is on the other side of the world, all Chinese people must be living upside down. So as our preparation of the national handball team for China we hung them upside down and shot the official team photo. We invited selected media to the photo shoot and arranged the official reveal of the Team Photo at a large press conference in order to create a PR event - using media coverage as media spend.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 - All with a media budget of DKK 0. The event made it to national TV and online TV stations. It was covered by all national tabloids and local newspapers, and was cover story in all major online news sites.

The photo shoot took place at the Handball Team's practice, where they were presented with the idea by the coach. The team did not know what to expect - which gave us the opportunity to film reactions for the 'Behind the scenes' film.The biggest Danish tabloid was invited exclusively for the shoot for extra material, but nothing would be publicized before the planned press conference that revealed the photo.Here a broad range of national media was invited to cover the revelation, received a PR kit that also contained the behind the scenes film. Then it was all up to the press...

A limited number of posters with the pictures hung in PUMA stores and general sports stores for sale to the public.The behind the scenes film was seeded on Youtube.com.

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 its 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