A fan campaign highlighting the genuine love of the game seen in local football clubs
Asche und Wurst
Local football leagues have as much in common with the Bundesliga as paper airplanes have with fighter jets
However, the most noticeable difference between the two leagues is the lack of interest in supporting local leagues. Year after year, there are less players, less coaches, less volunteers – and most notably – less spectators supporting their local clubs. The Asche & Wurst campaign was designed to counteract this trend – becoming the world’s first local league football fan-club.
This campaigns strategy is simple: to convert the perceived weaknesses of amateur league football into strengths – through the use of images and text.
Dress to the nines – on the side-lines
No problem with the Asche & Wurst merchandise collection.
The secret heroes of the campaign
Heroes and zeroes – the classic trading card combo. Except now with local league stars instead of millionaire hot-shots.
A digital monument to amateur league football
Full documentation of the campaign can be found on the Asche & Wurst website landing page.