To redefine the meaning of being proud to be German we knew that we needed to use an impactful approach. We leveraged TikTok’s sound-on nature and the power of music to captivate and engage our audience.

By partnering with artist Pajel to compose an anthem we evoked emotion and drew attention to our message. We were able to communicate our message in a way that resonated with viewers and encouraged them to join the conversation.

The campaign generated millions of views, sparking meaningful conversations, and driving hype and desire for the national team’s jerseys ahead of the World Cup.

Adidas asked us to create an impactful campaign idea, culturally relevant for Gen Z, to launch the new German national team’s jerseys ahead of the 2022 World Cup in Qatar. The main objectives were to create awareness, max desire and talkability of the DFB home & away kits as well as proving that Adidas is an active driver of inclusivity, ensuring that all consumers are represented equally.

Our tension to solve was how to be ‘mass popular’ but still culturally coveted and admired. We decided to change the traditional sports advertising narrative, designing a campaign framework from grassroots up, not superstars down. This approach would allow us to ‘leak’ the jerseys in the places Gen Z’s national identity lives (the places their hang out, their neighbourhoods, social platforms) so fans can discover them for themselves.

German Gen Z are the most socially, ethnically diverse generation ever. More than one third of people under twenty have at least one parent who was born in a different country.

The debate around what it means to be German is a big discussion point. Germans avoid being overly proud of their nationality in the way that people from other countries are, specially through patriotic symbols. There are only a few occasions when it’s acceptable to openly express national pride and the World Cup is one of those events.

We wanted to give people a reason to share a renewed sense of belonging by recognising diversity as something truly German. Showing the ways in which other cultures have enriched the German culture as we know it today, shaping and redefining its identity. Positioning the new DFB jerseys as one of the strongest national symbols to celebrate modern German national identity.

With 'Proud to be German', our creative idea, we wanted to reawaken a sense of German national belonging with all its diverse identities. We commissioned a bespoke track to up-and-coming TikTok artist Pajel, inspired by modern Germany’s diverse culture. The song, named So Wie Wir (Like Us), celebrated modern German national identity, reflecting the inclusivity present in youth culture.

To truly resonate with our audience and build credibility around the anthem we wanted to tell the story from the perspective of the community, in the places where the German identity lives and breathes. We leveraged the power of local TikTok creators to spread the brand message, getting them to wear the Adidas jersey first, before anyone else.

First, Pajel posted a glimpse of his new song in a video from his recording studio, alongside DFB players Thomas Muller and Serge Gnabry, where we “accidentally” leaked the DFB jerseys. This triggered a wave of excitement from the TikTok community. Within hours, the comments section blew up, with thousands spotting the jerseys and praising the new song.

This ‘leak’ was amplified a couple of weeks later by German creators such as dancer @noelgoescrazy and street soccer champion @ahmedrakaba. They posted videos wearing the jerseys in locations strongly associated with modern German identity like spätis or street-football fields. The leak was followed by a campaign launching with a Top View and the official music video featuring Pajel, national team players and TikTok creators - all wearing the German World Cup kits. In total, we created 18 individual content pieces which were shared on Adidas, DFB, Pajel and TikTok Creators’ channels.

Pajel’s song, praised as ‘the unofficial anthem of the World Cup’, made it to the top 3 on TikTok chart, reached 1.1M plays on Spotify and got 228K organic YouTube views.

Overall, campaign recall increased 16.5% from control vs exposed group indicating the creative resonated well with TikTok’s audience. Intent to buy the new DFB jersey increased by 4,2% points and almost 17% of those who were exposed to the ad reported that are likely or very likely to buy the jersey.

The leak-video gathered over 5M organic views and got press coverage in all major news outlets in Germany.

The Top View placement of the campaign launch over-delivered by 106%. Reaching over 7 million users, the 6 second VTR was at 13.98%. This was above the benchmark range for Germany which sits between 12.15%-13.08%. AWD was 3.75s, also above the benchmark range for Germany which is 3.54s-3.73s.

"So wie wir - lyrics

[Hook]

Ja, wir dribbeln das, ey (Ja, wir dribbeln)

Yeah, we dribble that, ey [Yeah, we dribble]

Sei stark, sei so wie wir (Ey)

Be strong, be like us [Ey]

Ja, wir dribbeln das (Ja, wir dribbeln das)

Yeah, we dribble that [Yeah, we dribble that]

Niemand macht es so wie wir (Ey)

Nobody does it like we do (Yo)

Komm, wir dribbeln das, ey (Wir dribbeln das)

Come on, we'll dribble it, yo (We'll dribble it)

Denn auch du bist so wie wir (Oh-woah)

Cos you're just like us (Oh-woah)

Komm, wir dribbeln das, ey (Ja, wir dribbeln das)

Come on, we'll dribble it, ey (Yeah, we'll dribble it)

Wir könn'n gar nicht verlier'n (Ey, ey)

We can't lose (ey, ey)

Wir gehör'n zusamm'n (-hör'n zusamm'n)

We belong together (-listen together)

Egal, welche Religion und welches Land (Es ist egal)

No matter what religion or country (It doesn't matter)

Machen möglich, was der Rest nicht kann

Make possible what the rest can't

Gefangen in den Ketten, die wir tragen, ja, wir kenn'n den Struggle

Caught in the chains we wear, yes, we know the struggle

Kenn' die Ups, kenn' die Downs (Ich kenn' die Downs)

Know the ups, know the downs (I know the downs)

Viele sind falsch, deshalb kannst du nicht vertrau'n (Niemals)

Many are fake, that's why you can't trust (Never)

Aber das sieht hier anders bei uns aus (Nein, nein)

But it's different here with us (No, no)

Denn zusammen schaffen wir's hier raus (Nah-nah, woah-woah)

Cause together we'll make it out of here (Nah-nah, woah-woah)

Klärten vieles auf dem Bolzplatz (Auf dem Bolzplatz)

We sorted it all out on the football field (On the football field)

Heute kann ich sagen, dass ich noch mein'n Stolz hab' (Hab mein'n Stolz)

Today I can say I still have my pride (Have my pride)

Doch ich hätt es nie geschafft ohne Team

But I never would have made it without my team

Ohne meine Family, shooten Goals, bis wir Gold hab'n, ey

Without my family, shooten goals, till we got gold, ey

Everybody knew (-body knew)

Everybody knew (-body knew)

Hänge nicht nur rum, mache many Moves (Mache Money-Moves)

Don't just hang out, make many moves (Make money moves)

Komm in unser Team, komm in unsre Crew (Komm in unsre Crew)

Come join our team, come join our crew (Come join our crew)

Zieh mit uns mit, wir sind so wie du (Ey)

Come with us, we're just like you (Ey)

[Hook]

Ja, wir dribbeln das, ey (Ja, wir dribbeln)

Yeah, we dribble that, ey [Yeah, we dribble]

Sei stark, sei so wie wir (Yeah-ey)

Be strong, be like us [Ey]

Ja, wir dribbeln das (Baby, ja, wir dribbeln das)

Yeah, we dribble that [Yeah, we dribble that]

Niemand macht es so wie wir (Oh-woah-oh-woah)

Nobody does it like we do (Yo)

Komm, wir dribbeln das, ey (Ja, wir dribbeln das)

Come on, we'll dribble it, yo (We'll dribble it)

Denn auch du bist so wie wir (Yeah-ey)

Cos you're just like us (Oh-woah)

Komm, wir dribbeln das, ey (Ja, wir dribbeln das)

Come on, we'll dribble it, ey (Yeah, we'll dribble it)

Wir könn'n gar nicht verlier'n

We can't lose (ey, ey)

[Part 2]

Ja, wir machen kein'n Stopp (Machen kein'n Stopp)

Yeah, we ain't stoppin'

Achtzig Million'n (Achtzig)

Eighty Million'n (Eighty)

Billion'n von Emotions, doch wir fühl'n uns wohl, ey (Ja, ja)

Billion'n of emotions, but we feel good, yo (Yeah, yeah)

Ja, die Unterschiede riesengroß

Yes, the differences are vast

Doch das ist unser Home, sweet Home

But this is our home, sweet home

Denn hier, hier war unsre erste Love (Unsre Love)

Cos here, here was our first love (Our love)

Hier war unser First Break-up

Here was our First Break-up

Doch die Herkunft war egal

But it didn't matter where we came from

Ganz egal, woher du kommst

No matter where you come from

[Hook]

Ja, wir dribbeln das, ey (Ja, wir dribbeln)

Yeah, we dribble that, ey [Yeah, we dribble]

Sei stark, sei so wie wir (Yeah-ey)

Be strong, be like us [Ey]

Ja, wir dribbeln das (Baby, ja, wir dribbeln das)

Yeah, we dribble that [Yeah, we dribble that]

Niemand macht es so wie wir (Oh-woah-oh-woah)

Nobody does it like we do (Yo)

Komm, wir dribbeln das, ey (Ja, wir dribbeln das)

Come on, we'll dribble it, yo (We'll dribble it)

Denn auch du bist so wie wir (Yeah-ey)

Cos you're just like us (Oh-woah)

Komm, wir dribbeln das, ey (Ja, wir dribbeln das)

Come on, we'll dribble it, ey (Yeah, we'll dribble it)

Wir könn'n gar nicht verlier'n

We can't lose (ey, ey)"