Steal our posters

To get Dortmund’s fans into the spirit of the new collaboration, we developed a special outdoor campaign. Throughout the city, we put up unique posters signed by the players themselves. Then BVB and G-Star RAW challenged their fans on social media to steal the posters from the bus shelters in Dortmund – and they did, in droves.

For this activation, the players were photographed in different outfits. In addition to outdoor, the images were shared on social, in-store and even as the new profile pics for the players on their social media.