LORENZ IPZUM
Florian Lorenz | Portfolio
derby walk 17.png

König Pilsener | Derby Walk

The Walk of Glory

Idea | Concept | Copy

The stakes are pretty high when you’re the new and exclusive beer supplier for one of the most esteemed football clubs in Germany - Hamburger SV. How can you get the fans to approve? We choose the most emotional game of the season, the North-Derby against Werder Bremen, to help König Pilsener surprise the fans with something truly remarkable.

Agency: HEIMAT

We wanted to get the fans into the right mood for this special occasion - before they even arrived at the stadium.

We wanted to get the fans into the right mood for this special occasion - before they even arrived at the stadium.

So we turned the tedious forest track from the subway station to Volkspark-Stadium into a unique journey through the most emotional HSV derby victories against Werder Bremen.

The fans walked over eleven oversized illustrations showing their HSV legends like Uwe Seeler, Horst Hrubesch and Kevin Keegan, covering over 500 square meters of asphalt.

The fans walked over eleven oversized illustrations showing their HSV legends like Uwe Seeler, Horst Hrubesch and Kevin Keegan, covering over 500 square meters of asphalt.

derby walk 8.png
derby walk 9.png
HSV_Derby_HSV_vs_HSV_1zu2_V3.png