Knabe Kola Techno Freitag
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Brand Events
Details
The launch of Knabe Kola was meant to be more than advertising: it became a real-world event for the community of Maximilian Knabe, aka HandOfBlood. After establishing new forms of real-time entertainment on Twitch in 2024, the challenge was to translate this digital closeness into the physical world. His cult format “Techno Friday” was taken out of the stream for a one-time experience, staged as a moment of grown community culture that resonated far beyond gaming. During the 24-hour event at Berlin’s Ritter Butzke, stream, gaming, DJs, and audience met live. The brand was discovered, experienced, and celebrated simultaneously.
The Jury‘s Statement
Where creators build closeness in real time, brand communication often stops at the threshold to the physical world. For Knabe Kola, this gap was closed with precision in "Knabe Kola Techno Freitag" ("Knabe Kola Techno Friday"): not an event with a brand attached, but a format rooted in community culture itself. The club staging transferred the logic of the stream into a live shared situation in which gaming, music and audience formed a joint brand experience. Relevance did not arise here through reach, but from the coherent concentration of an already established cultural context.
