Allianz - "Share Your Fire"

SiR MaRY Zürich, Switzerland

Awards

3423

Brand: Allianz
Country: Switzerland

Advertiser: Allianz SE

Title	Share Your Fire
Agency	SiR MaRY
Campaign	Share Your Fire
Advertiser	Allianz SE
Brand	Allianz
Date of First Broadcast/Publication	2021 / 7
Business Sector	Banking, Finance, Law & Insurance
Philosophy	Original jerseys worn by Swiss elite athletes including Roger Federer, Nicola Spirig and Kariem Hussein are given a new lease on life as 100 exclusive, handmade designer shirts. The new collection marks the beginning of Allianz’s global Olympia partnership. Allianz is launching its campaign “Share Your Fire” in partnership with Sir Mary. In collaboration with fashion designer Julia Seemann, Olympic medallist Iouri Podladtchikov and Swiss Sports Aid, jerseys that used to belong to and be worn by 100 elite Swiss athletes – including Roger Federer, Nicola Spirig and Kariem Hussein – were collected and transformed into unique designer shirts. Sports fans from Switzerland have a chance to win them in a prize draw that closes on 5 September 2021. The campaign is the first communicative step in the new, global partnership between Allianz and the Olympic and Paralympic movements. Roger Federer, Giulia Steingruber, Kariem Hussein, Nino Schurter, Dominique Gisin, Roman Josi, Nicola Spirig, Didier Défago, Andri Ragettli, Viktor Röthlin: they are only a select few of the 110 Swiss elite athletes who have donated their jerseys to Share Your Fire and whose fire Allianz will be spreading throughout Switzerland in the form of exclusive, handmade designer shirts. Thomas Wegmann, Head of Market Management of Allianz: “We are proud to be giving people an original piece of their own sports idols as a gift. The Share Your Fire shirts are made to inspire their wearers to fight for their own goals with endurance, fairness and an amicable attitude.” More than 150 meaningful jerseys, tops, training shirts, shorts, suits and race numbers were used for the new, unique pieces. They were collected over several weeks and cut into many pieces, which were then used to create 100 men’s and women’s shirts in four different cuts. The athletes had a convincing incentive, too: for each person who donated a piece, Allianz donated CHF 500 to the youth sports foundation of Swiss Sports Aid. The Swiss fashion designer Julia Seemann is the creative mind behind the design and manual production of the unique shirts. To her, the upcycling concept and the diverse stories behind the jerseys were the most exciting aspects of the campaign. Throughout the project, she was supported by Olympic medallist and former elite snowboarder Iouri Podladtchikov, who retired from his career on the slopes in 2019 and completed a photography degree in New York. Share Your Fire offered the perfect platform for him to combine his expertise as a professional athlete and his passion for his new profession: as the project photographer, he takes the campaign pictures. Iouri himself also donated a memento: his last competition shirt, which he cut apart with his own hands. “I love that the fighting spirit in this shirt will live on in others.” Allianz advertises its new campaign in an emotional 50-second spot starring blade runner Abassia Rahmani, hurdles champion Kariem Hussein and former football player Stephan Lichtsteiner. Social media clips featuring Iouri and Julia give viewers insights into how the shirts were made. The measures are accompanied by an extensive PR strategy, which is already making ripples through the media. Between July and September, the unique shirts will be raffled on the campaign website www.shareyourfire.ch every two weeks. The website contains information about each shirt and the pieces of which it is composed. It also offers further details about the backgrounds of the donated jerseys.
Media Type	Collectible Design
Length	51 seconds
Advertising Manager	Thomas Wegmann
Advertising Manager	Thomas Jos
Advertising Manager	Marcel Wolfgramm
Advertising Manager	Rahel Habersaat
Advertising Manager	Simone Schmitt
Advertising Manager	Corina Brunner
Advertising Manager	Arjan von Doesburg
Advertising Manager	Sebastian Adam
Chief Creative Officer	Florian Beck
Creative Director	Andi Portmann
Creative Director	Adrian Merz
Copywriter	Katrin Espelage
Art Director	Thomas Berger
Consultant	Jessica do Amparo
Content Director	Julia Fischhaber
Content Producer	Naemi Sauter
Account Manager	Maurice Ziegler
Credits	Barbara Kallenberg
Credits	Lukas Wietlisbach
Strategy Director	Fabian Habisreutinger
Marketing Partner	Vanessa Habisreutinger
Media consultant	Katharina Günther
Media consultant	Eticus Rozas
Strategist	Alexia Siegwart
Technology & Programmatic Manager	Timon Oberholzer
Strategy Director	Nicolas Hostettler
Founder	Daniel Zuberbühler
Production Company	Shining Film AG
Producer	Leonardo Sanfilippo
Producer	Alessandra Dolci
Producer	Gabi Benz
Director	Maximilian Speidel
Director of Photography (DOP)	Tobias Kubli
Editor	Bela Adami
Grade	Jürgen Kulka
Music	Stereotyp
Sound Studio	UKO
Studio Manager	Aaron Graf
Editor	Hero Fähndrich
Grade	Simon Hardegger
Mix	Bardo Eicher
Photographer	Iouri Podladtchikov
Web design	sugo.digital
Designer	Iouri Podladtchikov
Designer	Julia Seemann
Photography	Bildfactory