We got the mission from adidas to engage and create something based on the sponsorship by adidas of the Danish National team. So we created the official Danish adidas football page on Facebook. The goal was to engage 15.000 fans until the kick-off of the 2010 FIFA World Cup™ in South Africa.

To create attention and engage the fans we launched an activity called The Biggest Shirt. A recruitment campaign where the official Danish federation jersey increased in size with the more fans who joined the page. adidas promised to produce and give away an oversized jersey to the Danish fans. For each new fan that joined the page the jersey grew with 20 cm2.

As promised the shirt was made out as a physical piece for Danish football fans to carry with them on their journey in South Africa. At the end of the campaign the shirt had grown from 1 sqm to 72 sqm and over 36.000 fans was engaged! To show appreciation to the fans adidas decided to make the shirt 400 sqm. Biggest of its kind in Denmark!

To explain the idea to the Danish people we created this video: The aim was very simple, make the fans understand the campaign and encourage them to join the cause. And since Sweden didn’t qualify to this World Cup our favorite is of course our fellow country men Denmark. Let’s go Roligans!