Sound of Dreams campaign

A Champions League campaign for Bayer 04 built like festival communications: every home game became a concert, with its own band posters, tour pass, record covers and merchandise.

Result

Campaign continued in 2026, strong fan interest and strong merch sales.

What we did

Gig posters for every CL home game at the BayArena, e.g. against PSV and Villarreal
“Tour Pass” styled as a festival wristband
Record covers with players such as Ibrahim Maza
"Sound of Dreams" merchandise collection in the fan shop

Client & partners: Bayer 04 Leverkusen
Period: 2025–2026
Career stage: Hirsch auf Löwe
My role: Idea & concept
Together with: HaL team and Bayer 04 Leverkusen

Images

More highlight projects

View case →2026

Hirsch auf Löwe · Kellogg's · Krunchtime

Women's Basketball World Cup

Kellogg's at the 2026 Women's Basketball World Cup in Berlin: Krunchtime in the arena, on the video board and courtside.

My role: Strategy, client consulting and on-site delivery
Result: Visibility across the whole tournament – and more relevance for women's basketball in Germany.

View case →2025–2026

Hirsch auf Löwe · DKB × NFL

DKB makes football dreams come true: people who have carried the sport in Germany for decades are surprised with tickets to the NFL game in Berlin — and even to Super Bowl LX in the San Francisco Bay Area.

My role: Concept & supervision
Result: Positioning DKB as the “enabler” in football.

View case →2016–2018

FAKTOR 3 · NIVEA

NIVEA in Germany

Built and led content production for nivea.de, Instagram, Pinterest, YouTube and the print magazine “NIVEA für mich”.

My role: Team lead, concept and supervision
Result: Instagram from 10k to more than 250k followers, plus significantly more SEO traffic on nivea.de.

All projects →

Contact

Let's talk

For projects, panels, podcasts, guest articles or partnerships. Tell me what it's about.

info@danieljensen.de