"Longest fan Scarf"
At the women's football worldcup 2011, Allianz insurance was the biggest sponsor of the german team. Of course they didn't want to be just another brand on the fence.
Being the brand, that made the longest fan scarf in the world sounds much better. So Allianz let football fans submit their cheering messages to be knitted into the scarf directly. The knitting machines could be watched via livestream.
2,5 km of scarf where presented to the team right before the worldcup started.
Well, and then they became FIFA World Champion 2011. Just saying.
Agency: Atletico International, Berlin
My part: Idea, Copy