Audi x FC Bayern Fan Jacket

WWP Weirather-Wenzel & Partner GmbH: Creative Director: Alexander Schwan Creative Concept: Claire Henderson Project Supervision: Sebastian Kollmannsberger Project Lead and Implementation: Theresa Hannich We Are Social Germany GmbH: Creative Director: Martin Lieser Creative Director: Daniel Krettek Account Director: David Groove Design Director: Fabio Lazzari Senior Art Director: Alessandra Smiderle Senior Social Media Manager: Jakob Jung Executive Creative Director: Sandra Schilling Creative Producer: Alexandra Richson-Brezwan Executive Producer: Vita Seyfarth Project Manager: Lavinia Gather-Stammel Account Manager. Sarah Berger

Description While women’s football has gained more relevance over recent years, the culture surrounding it still lacks the same vividness seen in the men’s game. For a culture to grow it needs symbols and rituals. As partner of FC Bayern’s women’s team, Audi joined forces with seven local, female designers to reinvent a traditional symbol of fan culture: The Audi x FC Bayern Fan Jacket is a unique design piece, inspired by tradition but sporting a progressive design. Its patches feature positive and inclusive messaging, inspiring anyone to join in and become part of a new era of fandom. Brief & Solution Women’s football has grown in relevance recently, but fan culture is still at an early stage. It is missing creative ways of expression compared to the long tradition of a male-dominated football culture. As partner of FC Bayern Women, Audi set out to support the female game on and off the pitch. We joined forces with seven female designers to create the Audi x FC Bayern Fan Jacket, a unique design piece, inspired by tradition but sporting a progressive design and bold messaging. The campaign was aimed to inspire old and new fans of FC Bayern to co-create a more inclusive football culture. Experience The Audi x FC Bayern Fan Jacket project is all about creating a platform for creativity and co-creation. Six female artists created twelve patches featuring inclusive messaging. The seventh artist designed a progressive interpretation of the “Kutte”, a stylish satin vest with a detachable scarf. The patches were sold to old and new fans, enabling them to customize their fan gear. All proceeds went into supporting grassroots girl’s football. The whole campaign was aimed at inspiring new creative ways to show support and interact with the team. In a manifesto film male and female FC Bayern players, officials and fans as well as Audi employees proclaimed a new era of fandom. In an interactive workshop players and other multipliers customized multiple fan jackets themselves. Results With 4 million impressions and an Engagement Rate of 12.9 % the Audi x FC Bayern Fan Jacket campaign was the most successful partnership activation with FC Bayern Women so far. The initial edition of 6,000 patches sold out quickly, compelling Audi and FC Bayern to produce more patches to meet the high demand. But the campaign content did not only rack up record numbers. More importantly, it evoked very positive responses by fans as seen in numerous comments and other reactions (95 % positive sentiment), despite the bold and at times provocative approach of reinventing a piece of tradition. The patches have become a regular sight at FC Bayern Women’s matches, creating a more vibrant atmosphere and inspiring fans, no matter their personal background, gender or sexual orientation, to develop more creative ways of expressing their fandom.