EIS.de

The campaign for the UEFA Euro 2024 deliberately breaks with conventional football advertising. Instead of addressing fans,
it speaks directly to the German national team, using a bold, double entendre-driven tone.

At its core is the line “Egal wie weit ihr kommt, hauptsache ihr kommt.” supported by an English version for international reach.
The campaign was rolled out across out-of-home placements and social media, with high-visibility locations around Berlin’s Olympic Stadium, central station, and key subway stations.