At the heart of the campaign are Silvio Heinevetter, Fabian Wiede, Kevin Struck, and Paul Drux. They are all key players of the team, also play in the national team and have been part of the Füchse club since they were kids (except Heinevetter).
The 4 campaign motifs show he players engaged and feisty, but above all authentically and personally. Not did CB.e shoot images for the campaign, but all quotes that were used are from interviews we conducted with the players. Marc Hartensuer, head of marketing and collaborations, was very pleased with the outcome. “The campaign shows our boys absolutely authentically. This is how the fans love their Füchse team. Especially in Berlin”, he says.
The campaign slogan builds a bridge between the sports team and the housing company - that has always been deeply ingrained in Berlin and moved their main office to the city in 2017. At their matches in Füchsetown, Fuchsbau in Max-Schmeling-Halle, or on the road - only with Deutsche Wohnen as a partner the Füchse team can secure their home-turf advantage.
The print motifs of the campaign becomes the upper tier advertising of Max-Schmeling-Halle, as well as clap banner for the fans and ads in the venue magazine. Additionally you can now see a digital banner on the narrow flange screen, a 30 second long spot on the TV screens and the new Deutsche Wohnen logo in the center circle of the court.
CB.e developed the creative lead and concept and implemented the campaign. Michael de Gelmini, Head of Creative at CB.e, is a seasoned sports sponsoring expert. He’s already realized various campaigns for Vattenfall, the Eisbären Berlin, ALBA Berlin, Hertha BSC and 1. FC Union Berlin and more.