The work is relevant for Outdoor because it created one iconic image right there, in the middle of Hamburg's port, that the global media enthusiastically picked up on in their reporting.

The UEFA final draw itself was held in the Elbphilharmonie. But just opposite, 100 port workers created an unseen installation. For us, outdoor was the key to making a former UEFA event behind closed-doors accessible to the general public and at the same time creating one iconic image that not only generated 3 billion media impressions but also over 3,000 media reports.

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.

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.

We created a stunning 3.3bn in reach, with over 70 countries reporting live from our draw in the port of Hamburg and another 169 countries featuring our expereince. We amazed not only a cheering crowd on site but millions in front of their TVs. We reconnected with the fans and created an experience 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.

With the Bigger Draw we recreated the UEFA group draw taking place inside the Elbphilharmonie using actual shipping containers. 100 port workers recreated the final draw, just opposite of the Elbphilharmonie. In just 22 minutes, we put Hamburg on the global map and turned something totally boring into the most exciting experience ever. Outdoor was key in that we created something to be experienced by everybody as opposed to an invite-only event for officials behind closed doors. And the media broadcasted our iconic images live around the world.