120 Years of Heroes
and Legends

120 Years of Heroes
and Legends

By Michael Meyer, Partner and Creative Director

This campaign allows us to realise dreams and ideas. What would it be like if Franz Beckenbauer played with Paul Breitner – and Joshua Kimmich – all in one team? How harmoniously would Hoeneß and Gnabry link up? How about double the firepower – with Gerd Müller alongside Robert Lewandowski in the hunt for goals? How cool would it be to combine the midfield vision and attacking brilliance of Thomas Müller and Karl-Heinz Rummenigge? All these fictitious tactical permutations have become real on Bayern Munich’s own Instagram and Facebook channels as part of a Social Media campaign.

The numerous ‘Likes’ and comments received show just how popular these twosomes have become among the Bayern fan community – in Germany and around the world. These daydreams have now become digital realities!

Campaign adaptation for Instagram and Facebook: „Legends meet Heroes"

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Out-of-home campaign and print campaign: „Danke“ ("thank you")

Another issue close to the club’s heart was the opportunity to thank their supporters for so many years of dedication, solidarity and affection. A play on the German word for ‘celebrate’ (feiern) was developed in cooperation with FC Bayern: ‘Fayern’ appears multiple times in the print and Out-of-Home campaign. In addition, FC Bayern’s merchandising department worked with Adidas to produce an 120th anniversary shirt reminiscent of the kits worn by the team in 1932. This initiative was celebrated with a special kit top motif worn by Serge Gnabry. The team played in the shirt for their Bundesliga home game against FC Augsburg – a game they of course won.

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Merchandising campaign: 120 years of myth.

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