CHALLENGE: Sony Pictures is looking for a credible duo for the activation of the new BAD BOYS part for the cinema release in Germany. A campaign is to be produced together with the main actors Will Smith and Martin Lawrence.

SOLUTION

We were able to recruit DFB national team players Ilkay Gündogan and Antonio Rüdiger for a humorous PR stunt, for which they taught German fan chants to Hollywood stars Will Smith and Martin Lawrence. After publication, we successfully extended the campaign via numerous media outlets.