Swap your Jersey – show Respect!
The TV spot introduces the shirt-swapping gesture with the participation of six UEFA Respect ambassadors with past and present footballers, Karim Benzema, Clarence Seedorf, Peter Schmeichel and Steffi Jones, as well as referee Pierluigi Collina and coach Ottmar Hitzfeld. Every 16 UEFA EURO 2012 team is represented through its national jersey.
Following the ambassadors, the shoot took place in 3 cities, Madrid, Milan and Geneva. The result: hundreds of takes and hours of fun.
Watch how Steffi became Clarence in a few clicks…
A print poster campaign was displayed in all the host cities with visuals of Respect Ambassadors exchanging their jerseys.
Concept / Production Ramon + Pedro
Creative directors Antoine Tinguely / Laurent Fauchère
Account director Christine Gaulis