Perfection is the enemy
of improvement.

Perfection is the enemy
of improvement.

By Michael Meyer, Partner and Creative Director

19:13 execution quality.

Hylo has been sponsoring FC Bayern Munich since summer 2017, giving it the opportunity to establish a communications presence via the football club’s players. The combination of the club’s high-profile footballers – Manuel Neuer, Thomas Müller, Mats Hummels and Jerome Boateng – and the campaign’s total focus on their eyes meant we only considered executing it with the help of the best photographer in the world, Martin Schoeller. No one else has ever portrayed the faces – and, in particular, eyes – of celebrities and ordinary people like he has. He hardly ever works on commercial campaigns, but he was very keen to execute this campaign with us.

Working with film director Dennis Gansel was a similarly clear-cut choice. The Christmas campaign for real was produced in the style of an American festive comedy starring actor Ralf Moeller:

the hustle and bustle of the city, huge crowds, fights for the last bottle of wine for Christmas Eve. And the focus was on a toy which was on everyone’s Christmas lists. Dennis Gansel, known for his recent cinema hit Jim Button and Luke the Engine Driver and co-producer of the Netflix series The Wave, was the number one choice. Few others portray humour and action with such assurance. The result was 730 million TV views during the campaign period and more than a million click-throughs on Facebook.

Paul Ripke

became famous for his book One Night in Rio and is now a brand in his own right. Once Nico Rossberg’s personal photographer and currently the photographer for Lewis Hamilton and the whole Mercedes AMG Petronas F1 team, he was our man for the social media campaign accompanying the UEFA Euro 2016 for real, entitled “official supplier of a great dream”. The brief was to portray the day after – the morning following the Euro final. It is highly emotive, even though it doesn’t feature a single person except a newspaper delivery driver. Instead, it is all about the authentic emotion inherent in football, enhanced by audio spoken by the number one voice in German football, Marcel Reif, and his colleague Hansi Küpper.

Hylo Eye care, photographed by Martin Schöller

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real Christmas campaign, Director Dennis Gansel

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real EM campaign 2016, Director Paul Ripke

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