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2020 ADC Awards - Interactive

#ALL41

Agency Kolle Rebbe GmbH / Hamburg

Client DAZN, Perform Investment Germany GmbH
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Annual ID

ADC_INT20_066M

About the Work

Dirk Nowitzki is the greatest German athlete of all time. In April 2019, he played his final NBA game. Sport streaming broadcaster DAZN didn’t just want to advertise this event, but take over the topic on Instagram. Dirk Nowitzki is not only known for his achievements, but especially for his loyalty and sportsmanship. He’s the only player in history who played 21 years for one and the same NBA team. All these years he lived by the motto “One for all”. To celebrate his outstanding career, we turned “One for all” into “All for one”. And transformed his jersey number into a symbol with which fans could pay respect to him on Instagram: #ALL41. A social film kicked off the digital campaign using the hashtag #ALL41. To spark the social conversation, strictly limited #ALL41 jerseys were sent out to Germany’s biggest sports stars. In personal Instagram videos they paid tribute to Dirk and invited their fans to join in. Fans, influencers, TV stations and other brands used #ALL41 to celebrate Dirk. Turning our hashtag into Twitter’s No. 1 trending topic and increasing the viewership of Dirk’s last game by 5,800% compared to an average NBA game on DAZN.