The Bigger Draw

The
Bigger Draw

The
Bigger
Draw

Client Hamburg Marketing

Agency Jung von Matt SPORTS

Date 2023

The official draws for the UEFA’s European football championships always attract millions of eyeballs all across the globe. But draws are usually quite bland and uninspiring procedures where you can’t even tell where they are happening making it extremely difficult to highlight the city in which they are held in. With Hamburg hosting the final draw event for the EURO 2024 our client Hamburg Marketing wanted to change that.

Hamburg is home to one of the biggest container ports in the world, that happens to be just opposite the prestigious Elbphilharmonie, where the UEFA held their draw. We hijacked the global media attention to promote our beloved city of Hamburg. So, whilst inside all the official drawing procedure took place, outside a team of highly skilled port workers rebuilt the draw with actual shipping containers in realtime. In just 22 minutes.