Danish Agency Twenty Launches New Campaign for F.C. Copenhagen and adidas That Gets International Attention
July 26, 2024 | CVD, HeartHealth, football
F.C. Copenhagen and adidas, in collaboration with the Danish agency Twenty, have launched the campaign ‘FCK forever,’ focusing on a significant health challenge. The campaign serves as a reminder for football fans to take care of their health.
‘FCK forever’ aims to remind fans that regular health check-ups can make a significant difference. With the message, ‘Keep Your Heart Beating for FCK,’ everyone in the football club supports the initiative, which was unveiled in conjunction with the launch of this campaign video.
At the launch of the new home jersey on July 10th, fans had the opportunity to receive a free health screening in the medical tent set up in front of Parken. By completing a health screening, fans can receive the new player jersey in a campaign edition with a heartbeat print on the chest. This is also the jersey that F.C. Copenhagen players will wear for the season’s first home game at Parken on July 28th when they face AGF.
According to Twenty, the overall goal of the campaign is to focus on the important doctor’s visit and remind people to remember regular health check-ups. There are many good reasons to focus on this. One of the most striking is that about 1 million Danes suffer from high blood pressure, a third of whom are unaware of it.
A Campaign with an Important Message
Twenty won the pitch and came up with the idea for the campaign, which aims to start a conversation in the football community. The specific challenge of using a jersey launch as a basis for a campaign with an important message was also the strategic agency’s motivation for participating in the pitch:
“Normally, we do not participate in pitch rounds where campaign ideas are presented, as our focus is on long-term strategic positioning. However, due to the specific challenge of using the launch of a football jersey to engage FCK’s community in our own creative way, and our belief that the best activations solve a real problem and create value for society, we chose to participate this time,” says Co-founder and Creative Director, Farah Dib.
According to Mads Jefsen, Marketing Director at F.C. Copenhagen, the choice fell on Twenty due to their focus on community and strategic branding, as well as the opportunity to have an international team on the task. In connection with the task, Twenty focused on how to re-position the two iconic brands with a community approach:
“The campaign is our take on an innovative and relevant launch of a football jersey in 2024 that both highlights an important health agenda and positions FCK and adidas as strong, community-driven brands,” says Farah Dib.
The campaign has been covered by several media outlets, including the international football media SoccerBible.
Fact Box:
- The FCK and adidas campaign “FCK forever” is a reminder for fans to remember regular health check-ups with the message: Does your heart also beat for the city’s team? Then take good care of it.
- The campaign includes free health screenings. If completed, fans can have the campaign’s signature logo—a heartbeat—printed on their new player jersey.
- 410 fans received a health screening on the launch day, July 10th.
- In connection with the home game against AGF on July 28th, fans are again offered free health screenings between 12-15 in front of Parken.
- F.C. Copenhagen players will wear the new campaign jersey for the first home game to support the message.
Read more about the campaign here: FCK Campaign
Video, images, and other campaign materials can be found here.
For further contact:
August Rein:
arein@thisistwentyagency.com
+45 42220297
This content was provided by EatMoreFruit
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