The official draws for the UEFA’s European football championships always attract millions of eyeballs all across the globe.

The challenge is, they’re usually quite bland and uninspiring procedures where you can’t even really tell if they’re happening in Paris, Lisbon, Athens, or London. The locations are all anonymized, making it extremely difficult to highlight the city in which they are held in.

With Hamburg hosting the final draw event for this year´s Euros our client Hamburg Marketing wanted to change that. So, we hijacked the global media attention to promote our beloved city of Hamburg. We put Hamburg on the global map.

The UEFA group draws always "produce" the same images. Because everything looks the same. You cannot even tell where the draws are held. We wanted to change that. With the Bigger Draw, we were able to broadcast our own Hamburg images to a total of 169 markets as part of the global UEFA livestream. All broadcasters reported from the port of Hamburg, where we recreated the UEFA draw in real time using actual shipping containers. The media reported enthusiastically and we were able to create 3 billion media impressions and over 3,000 media reports.

We use the UEFA draw data to make the eagerly awaited draw process for the upcoming European Football Championship accessible to everyone. Normally, draws are invite-only events primarily for officials and VIPs. With the Bigger Draw, we wanted to change this and create anticipation and excitement for the European Championship in our own country. The data of the draw was fundamental to this, because by showing the results of the draw in the Elbphilharmine outside in the port of Hamburg, we were able to let everyone participate in the experience in a completely new way. Data was the source for a completely new

and emotional experience.

The official draws for the UEFA's European football championships always attract millions of eyeballs all across the globe.

With Hamburg hosting the final draw event for this year´s Euros we wanted to put Hamburg on the global map. So, we hijacked the global media attention to promote our beloved city of Hamburg.

So, whilst inside all the official drawing procedure took place and was broadcasted live into 169 countries, outside a team of 8 container reach stagger and another 100 highly skilled port workers did what people said couldn't be done and rebuilt the draw with actual shipping containers. In just 22 minutes we created the biggest spectacle for a draw ever.

Our iconic image was not only live streamed into the world but also was used as the one iconic key image for the worlds news publications.

We created a stunning 3.3bn in global reach, with over 70 countries reporting live from our draw in the port of Hamburg and another 169 countries featuring our experience. Our work was designed for a global audience but we also managed to amaze not only a cheering crowd on site but millions in front of their TVs. We reconnected with the fans and created an expereince for everyone.

We redirected the media attention the UEFA was getting, leaving our Hamburg mark not only on the Euros, but the hearts of millions.