hummel: The Great Grass-plantation (2017) 4:16 (Denmark)

Three Danish super fans go all the way to to Stockholm, to the site of the last Danish European Football Championship win. They think this area where the Danes last won back in 1992, might contain the key to their winning again. They plot the exact soil on which the goal was kicked, remove it, and take it back to Copenhagen to "transplant," the grass in their own stadium, in the hopes it'll make their team win again. This spot created for international sportswear company Hummel which is based in Denmark. I love the idea in that it taps into both the superstition surrounding sports and the enduring fans who support you even after decades of losses. I suspect a a two-minute version would have made this more powerful. As it was, I kept waiting for something to happen, some drama, someone attempting to stop them.

Client: hummel
Marketing manager: Morten Lund
Agency: Envision
Creative Director: Jesper Herholt
Copywriter: Peter Boe
Art Director: Rasmus Saaby Bentzen
Client Service Director: Tomas Olesen
Production Company: M2Film
Director: Rasmus Pilgaard
Producer: Ronni Madsen
Distribution Partner: OATH/Be On