German beer brand, Bitburger, sponsor in Germany of UEFA EURO 2024, and Serviceplan are rallying the country’s football passion in a campaign that shows the genuine anticipation of real fans throughout Germany, without any cast actors, accompanied by an emotional “cabin speech”.
The campaign film invites Germany with its call Bitte Let’s Celebrate What Brings Us Together, a chant, big emotions and the power of bringing a country together as one for the celebration of a united football festival.
The campaign will cover TV, cinemas, online, social and (D)OOH as well as stadiums and fan zones. The film is the first major highlight of the campaign. It will be accompanied by (D)OOH motifs celebrating small summer football moments and endearing characteristics of German fan culture. Further campaigns are planned for the coming weeks and during UEFA EURO 2024TM.
Within the campaign, the ‘Bitte’ (meaning please in English) is the visual and textual anchor of the communication and introduces the new brand platform, where it makes everything possible.
Christoph Weber, CMO Bitburger Braugruppe, explained, “The UEFA EURO 2024TM is THE event we are all looking forward to. And it is an event for everyone. With Bitburger and our ‘Bitte’ campaign we stand side by side with the fans and we warmly welcome everyone. Our campaign calls for community, lightness and joy and wets the appetite for a great football festival.”
“Our campaign authentically shows what football is really about: the fans. We get up close and personal with them as they celebrate their summer football moments. These honest, unvarnished emotions create a connection with all the other football fans out there, inspiring and enthusing,” added Till Diestel, CCO Serviceplan Germany.
Serviceplan in Hamburg and Munich are responsible for the strategy, concept, and creation of the campaign. The agency won a multi-stage pitch in October 2023 and has since been responsible for the brewery group’s communicative brand portfolio strategy and for the creative campaign communication of the Bitburger and Köstritzerbrands.
Future Marketing, the Serviceplan Group’s consulting service within the Plan.Net Group, is largely responsible for the brand’s digital experiences. Serviceplan Activation in Frankfurt is responsible for all POS marketing.
Credits:
Client: Bitburger
CMO: Christoph Weber
Head of Brand: Svenja Breitenstein
Head of Content and Creative: Leo Caspar Anthony
Senior Communications Manager: Verena Schramm
Advertising Agency: Serviceplan
Managing Director: Patrick Hammer
Executive Creative Director: Moritz Dornig
Creative Directors: Tobias Morka & Matthäus Frost
Copywriter: Florian Joester
Art Directors: Agnes Motz & Vira Ronkina r
Head of Production: Christoph Köhler
Account Director: Mirja-Laurina Johanns
Senior Account Manager: Katja Potechin
Account Managers: Julian Hupfeld & Milena Fischer
Production Company: Stink Films
Director: Eliot Rausch
DoP: Cedric Schanze
Executive Producer: Moritz Merkel
Producers: Michael Hessenbruch & Nikita Mikitin
Journalist: Jan Henrick Becker
Research: Katrein Baumeister
Photographer: Florian Schüppel
Art Department & Styling: Evgeniy Marantz & Maurizio Gallicchio
Post Producer: Robert Sieg
Editors: Jonas Baumgärtel, Leonidas Befeldt, Julian Neville & Max Eigentler
Colour Grading: Jacob McKee
Post-production: nhb video
Music & Sound design: Staub Audio
Voice Over Casting: Massive Voices
