EMBW TrAIner-Kampagne
Winner
Excellence in Brand Strategy and Creation
Best AI Project of the Year
Details
EnBW is one of the largest energy companies in Germany – yet it is not well-known nationwide. This needed to be changed with an initiative that leveraged the emotional potential of the 2024 European Football Championship to captivate all of Germany. The idea: During every major football event, the entire country turns into 84 million national coaches who think they know better. EnBW made this fan energy visible with AI technology by visually transforming the fans into coaches. The campaign went viral rapidly: 642,669 AI images were generated during the European Championship period, reaching over 8.4 million people.
The Jury‘s Statement
EnBW’s “TrAIner” campaign impressively demonstrated how artificial intelligence can be strategically and creatively integrated into brand communication. By skillfully connecting to the UEFA European Football Championship and leveraging the emotional power of sports, a brand experience with strong identity was created. The AI-based transformation of fans into national coaches convinced not only through technical precision but also through its sophisticated execution and the lasting anchoring of the brand in the audience’s minds. A powerful project that sets benchmarks.
