They are "pictures that went around the world. Iconic, joyful, big. In a way that turns the city, with its unique space and character, into a grand stage. As playful as football. As colourful as the fans from all over Europe," commented the ADC jury on the Hamburg container installation. "After this idea, no draw will ever be the same again," said another jury statement. The Hamburg campaign will be a figurehead for those responsible for every upcoming European Championship, World Cup and every city marketing campaign. In addition to the ADC Awards, the container installation received other prestigious prizes, including the CLIO Award in silver and various awards at the British D&AD, New York Festival and The One Show in the USA.
A total of 43 prizes: The "Container Draw" production in the Port of Hamburg wins marketing and creative awards at the ADC 2024 competition to mark the start of the European Championships
Last December, the group draw for the 2024 European Football Championship was staged in the port of Hamburg with a structure made of colourful containers in a national flag design. Shortly before the start of the tournament, the container installation has now won a Grand Prix at the renowned creative competition Art Directors Club Germany (ADC), winning six gold medals and three silver medals. The campaign thus took second place out of 9,400 entries. In total, the installation realised by Hamburg Marketing, Jung von Matt Sports and the Hamburg Economic Authority won 43 national and international marketing and advertising awards in five competitions.
City becomes a stage
Huge media response for container installation
The production was the subject of more than 100 live broadcasts worldwide, appeared in over 2,800 news reports and illustrated over 3,000 print and online reports, according to Hamburg Marketing. With 77 million impressions on social media platforms, it also reached 3.3 billion potential contacts. "In addition to the overwhelming media interest that the 'Container Draw' has brought to our city, these international awards are now placing Hamburg even more strongly in the focus of the international public," said Rolf Strittmatter, Chairman of the Management Board of Hamburg Marketing GmbH.
Until 18 June 2024 , a container installation will once again be on display at O'Swaldkai in the Port of Hamburg. 24 containers with the national flags of the participating nations, stacked in six towers, symbolise the twelve international matches of the first match day of UEFA Euro 2024.
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