EMBW TrAIner-Kampagne
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
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 has created a digital platform with its campaign that impressively combines football enthusiasm and technological sophistication. Through the use of AI, fans were able to interactively immerse themselves in the world of national coaches, building a strong emotional connection to the brand. The successful blend of creative storytelling, visual variety, and cross-platform reach sets this project apart and demonstrates how impactful digital communication can be in a branding context.
