Cheil Germany Frankfurt/ Main
German star soccer midfielder Mario Goetze shot Germany to the Soccer World Cup win in 2014. But in 2018 he was kicked out from the national team just weeks prior to the upcoming World Cup, shattering not only his own high hopes but also those of countless German fans. His sponsor Samsung nevertheless chose to stand by him. In sharp contrast from usual sponsoring ads, Samsung turned its World Cup campaign into a contemplative, personal message from Mario to his fans – underscored by a meticulously enhanced and edited version of the iconic Johnny Cash cover of "Hurt".
Joern WelleExecutive Creative Director