Germany is one of the most enthusiastic football nations on the planet and every four years the performance of the German National Team in the World Cup tournament brings this nation together. In the 2002 World Cup it was likely that Germany would meet Turkey in the final match. Especially in a city like Berlin, this possibility literally created two nations: the Turkish and the German. The general public, many politicians and media across Germany were afraid of riots prior to and after this big match.

TBWA was not. Together with their client adidas TBWA Berlin disrupted the negative energy and turned it into a big, positive adidas brand message with a simple quotation: football = sports = fun and fair competition. Within a few hours, we produced posters combining the two national flags and added a line in both languages that said: This is the final we dream of. Forever sports.

The brands audience loved the new two-nation flag and in no time it became the symbol in the press for fair sportsmanship. The new flag returned four years later, used by Turkish fans supporting the German National Team in the 2006 World Cup.