FC Bayern Home Kit Campaign FW19


The FC Bayern home kit for the 19/20 season was to be communicated as part of the adidas "Dare To Create" campaign. As for each of the adidas A-Clubs, a copy was to be developed which clearly shows the "Creators Only" approach of the campaign in relation to FC Bayern. The visual approach should reflect the design inspiration of the jersey and be digitally handcrafted.


In order to communicate the home jersey within the overall campaign, the copy "If You Turn Up Red" was developed. Under this "Dare", several aspects of FC Bayern could be integrated into the Jersey campaign: The colour of the jersey, which allows FC Bayern to turn up on the pitch. The luminous facade of the Allianz Arena, which is turned up red during home games of FC Bayern. And the fans of FC Bayern, who turn up as a red collective in the stadium on match day. 

Key visuals were designed using this framework. In the background is the red Allianz Arena, whose stirring energetic charisma is displayed in a digital cut effect. For the key visuals, the players were photographed in the corridors of the Allianz Arena with red light to illustrate their charisma. The sets were unified, but the posing of the players should be true-to-character. This showed the individuality of the players and their integration into the larger collective. 

These aspects were also brought together in the Home Launch Video. We show players, fans, Jersey and Allianz Arena in the moments that make up the "Turn Up" of FC Bayern. Supported by increasing red colors and metaphorical overlays, the video leads from the arrival of the fans to the "Turn Up" on the pitch of the Allianz Arena. 

The campaign was activated via all relevant channels. All content was produced by us in Munich. The production included both 2D and 3D content, which was subsequently post-produced by us "in-house". The finished content pieces were optimized for publication on the relevant channels. Specially designed 2D and 3D tools including rollout copies were created and published for the various brand Instagram channels. All ECOM pages of the collection on adidas.com were designed and implemented by us. This included the design of all components for the category, product and gender-specific pages as well as app and newsletter including all corresponding copy. 

Diamonds on the chest with three stripes next to it: an iconic combination. For more than 50 years, adidas and FC Bayern have been in successful partnership. Since winter 2015, we have been part of that team and support FC Bayern as the lead agency for campaigns and 360°brand activation.


adidas FC Bayern Munich


FC Bayern Home Kit Campaign FW19


Video Production
Digital Publishing
Social Media
Merchandising Design