One of the seasonal (non-directly sports related) highlights for every club and fan is the annual kit release: How are the dresses gonna look like next season? How will they be presented?

Due to COVID restrictions still going on, unfortunately no fans and media could be involved in the kit launch. Therefore, VfL went for a purely content related activation featuring classic print media (print ads, Out Of Home billboards) and plenty of digital assets.

Challenge: Present the kit in an appealing way and make sure to properly integrate main sponsor Volkswagen and other partners.

And this is where the idea of the “Nachtschicht” (night shift) was born. The claim was symbolic for the extra efforts the team was putting into preparing for the new season, as well es for the floodlit games the team was about to face in Champions League. Further the nightshift was representing the link to main sponsor Volkswagen and its employees working during the after-hours, which also functioned as the connection between the club and the numerous Volkswagen staff living in the region.