A grassroots campaign for the European Football Championship 2012 created to outplay Adidas, the main sponsor of the tournament. NIKE wanted to focus on young players who are hungry and impatient to make it to the top. So instead of an ad campaign we gave them their own movement: HUNGRY GERMAN YOUTH.

At the heart of the campaign wasn't a big commercial but a product:
The HGY T-Shirt designed by PAUL SNOWDEN. First the shirt was only worn by NIKE athletes of the german national team like Özil, Götze, Khedira and Boateng. Already a few weeks later it became one of the most sought-after fashion items and gained a momentum that ambushed the main sponsor Adidas and got NIKE roughly 100 million earned media. Only by using social media and interactive promotions.

Agency: VCCP Berlin
In collaboration with Paul Snowden