The Munich-based football and lifestyle store Münzinger celebrated its 125th anniversary in 2014. At the heart of the anniversary campaign is the 125th birthday logo, which is featured throughout the store’s entire communication like a recurring theme. The main stylistic element is a distinctive lattice structure: it is reminiscent of the rough charm of a football field fencing, the goal net as well as the crowd barrier at the fan block in a stadium – and at the same time reflects the core attitude of the sports store which reads: “Football is lifestyle!” In order to reflect the store’s long history, the individual means of communication, including advertisements, posters, in-store presentations as well as display window and facade design, all feature historic content such as authentic photos and postcards. A 24-page supplement illustrates the broad spectrum of the assortment ranging from football jerseys and shoes to training outfits and fashionable streetwear. In addition, special birthday bags were produced in various complementary designs.
Statement by the Jury
The highly multifaceted anniversary campaign excellently presents the football and lifestyle store Münzinger as an integral part of its core customers, football enthusiasts. The design exudes a fresh and up-to-date image that both reinvents the store for its 125th anniversary and ties in with the continuity of its long-standing history.
Sport Münzinger, Munich
Zeichen & Wunder GmbH, Munich
Irmgard Hesse, Marcus von Hausen, Julia Peglow-Peters