comdirect launches Bürgeramt account with limited lifestyle Jersey
Fashion icon Achraf Ait Bouzalim and the Frankfurt rap star reezy present exclusive fan jersey. 1,500 will be raffled among new comdirect customers.
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As part of the cooperation between comdirect and the founder of the Gen Z hyped fashion label 6PM, as well as rap star and music producer reezy, which was announced in the spring, creative agency FRASER now presents the first fashion drop complete with elaborate packaging and accompanying digital-first campaign.
With recently launched video content, including a video hosted on the bank's website from the Commerzbank Group along with cutdowns that will later be shown on social media, comdirect further fuels the demand for the long-awaited design piece by offering the chance to participate in the raffle for the stylish jersey when opening a new account until August 10.
The one-minute video produced by Flugmodus, directed by Leeroy Klauhs, shows Achraf and Reezy in the "Bürgeramt" jersey, playing a video game in the back of a luxury limousine against the backdrop of Frankfurt's banking district.
The music playing is reezy's current streaming hit Opus, which has been listened to over three million times within three weeks. On their screens, they see themselves as players of the ICON LEAGUE team "Bürgeramt Frankfurt."
Credits
powered by
- Agency Fraser/Berlin
- Production Company FRASER
- Director Leeroy K
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Credits
powered by
- Agency Fraser/Berlin
- Production Company FRASER
- Director Leeroy K
- Creative Director/Managing Director Fernando Barbella
- Account Services Eike Schlender
Credits
powered by
- Agency Fraser/Berlin
- Production Company FRASER
- Director Leeroy K
- Creative Director/Managing Director Fernando Barbella
- Account Services Eike Schlender
With scenes and cuts in the style of a music video, viewers are taken on a fast-paced camera ride through the Commerzbank skyscraper and a vault, a small homage to such scenes from old Hollywood movies, to the game scenes of the small-field soccer game.
There, the team "Bürgeramt Frankfurt," led by Achraf and Reezy, meets another team and plays as fast and entertainingly as the ICON LEAGUE promises to be. In a cameo, comdirect board member Sabine Schoon-Renné also appears as the team photographer.
THE ICON LEAGUE, founded by national player Toni Kroos and live streamer Elias Nerlich, starts on September 1 in Cologne, with all games being broadcast for free on Twitch, YouTube, and TikTok. THE ICON LEAGUE is aimed at a new generation of Gen Z football fans.
Strategically and creatively managed by FRASER from the beginning as part of a long-term campaign that includes a variety of activations, comdirect cooperates with Achraf and reezy regarding the new small-field football league to create an authentic communication platform in the pop-cultural environment of Gen Z.
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A teaser campaign in April led the target group to the comdirect-hosted website of "Bürgeramt Frankfurt," which provides access to an exclusive WhatsApp channel and forms the core of the communication around the team, the league, and comdirect—a new, direct access channel to accompany the ICON LEAGUE team together with the fans.
"Through the collaboration with the 'Bürgeramt' team of the Icon League, comdirect is breaking new ground in communication with Gen Z. With our spot, we want to convey passion, fun, and ease to the fans of the Icon League by mixing elements from various visual worlds," said Nasrin Shaikh, Head of Marketing for Private and Business Customers at Commerzbank. "Achraf and reezy have designed a great jersey that is already creating a lot of desire."
"For this film, we were inspired by the gaming world and mixed real scenes with entertainment," says Fernando Barbella, Creative Partner and Managing Director of FRASER. "Sport, music, gaming, and pop culture were integrated here to convey the spirit of the joint initiative of Achraf, reezy, and comdirect for young football fans."
Benjamin Baumann, Founder and CEO of FRASER: "We are very proud that we were able to win Achraf and reezy, both belonging to Gen Z, as protagonists and drivers of this campaign. They are doing an extremely good job—a true role model for the upcoming generation, self-made men with a lot of talent, charisma, and an enormous sense of business."
