Danish football fans had lost all faith in the national Danish football team – a former European Champion but now only no. 46 in the world. Furthermore, the Denmark team had recently failed two qualifications in a row and was about to fail the third one unless Denmark beat mighty Poland, no. 5 in the world, in the next qualifying match.

So team sponsor hummel decided to take action in order to restore faith in the team. And demonstrate that hummel is a dedicated sponsor with a sincere wish to help the team and the fans believe in new glory.

This is a short documentary, portraying how three Danish football fans set out to bring back the magic to the national Danish football team – a former European champion but now only no. 46 in the world.

The three fans travel back to the stadium where Denmark won the European final in 1992. Here, they locate the very piece of grass where the first Danish goal was scored in the final. Then they bring it home and place the grass at the same spot in the national stadium in Copenhagen. With the assistance of national football hero John Jensen who scored the epic goal 25 years ago.

At the end, one of the fans describes the significance of what they have done: “We believe we have taken a piece of the magic from back then. And passed it on to the present. And to the future.”

The Great Grass-plantation was documented in an online video and then released just a few days before the crucial match against Poland. Simultaneously, press material was sent to a wide range of media, both national and international as well as more specialized football media around the world. Furthermore, the press material was differentiated according to the various media – the Danish media, e.g., also received small videos where national football hero John Jensen explains the significance of The Great Grass-plantation.