Ei Electronics had already built a strong reputation with professionals and specialist trades. In the German consumer market, however, the brand itself was still far less visible.
For its first dedicated B2C campaign, the goal was clear: build awareness around Ei Electronics.
The question was how.
How do you make the public aware of fire safety before they need to be?
A bit cringe. But pretty hard to forget.
Football is one of the few cultural spaces in Germany that cuts across age, background and lifestyle — with its own language, rituals and phrases almost everyone recognises.
So instead of making fire safety feel more serious, we made it more familiar. But the idea needed more than football language. It needed someone who could make that language credible — a familiar face already associated with reliability, awareness and protection.
Oliver Baumann gave us exactly that.
As national goalkeeper and TSG Hoffenheim captain, he became the “Profi” behind the campaign — turning technical fire-safety messages into familiar football advice and statements.
The idea ran through every part of the campaign — from the copy and visual language to where people actually encountered it.
We showed up on kicker.de, across stadium LED boards, Amazon and YouTube, and even took the idea into SPORT1’s Doppelpass, where Ei Electronics became presenter of Brandheiß diskutiert.
The goal was simple: if football was our way into the conversation, the campaign needed to feel at home wherever football was already happening.
-
häppy x Ei Electronics
2025 -
Senior Art Director
Client Communication
Creative Producer
Concept Development
Campaign Development
Copy & Art Direction
Channel Adaptation
Production Supervision