Spectacular Container Installation Showcases UEFA Euro Draw in Hamburg

Jung von Matt SPORTS, the sports arm of the international creative agency kicks-off EURO 2024 and creates global buzz with spectacular activation around the Official Draw in Hamburg

Working with PR agency Segmenta Communications, Jung von Matt SPORTS staged a live container show, 'The Final Draw,' this weekend in the Hamburg harbour.

The 12-meter-high container structure involved 25 containers, 12 reach stackers (container forklifts) weighing 70 tons each, and 70 port workers. The spectacular, colourful display that only reveals the results of the group draw showing the flags of the different nations involved, but also connects it unforgettably with Hamburg, one of 10 host cities for UEFA 2024. 

The major initiative was created as part of an international marketing and communication campaign, led by Hamburg Marketing, for UEFA EURO 2024. The aim of the event was to showcase Hamburg internationally as an open-minded, innovative, and football-loving host city while building excitement for the tournament from June 14th to July 14th among Hamburg residents and beyond.

As well as the unveiling taking place at the O’Swaldkai container terminal, 'The Final Draw,' was also displayed simultaneously at the Elbe Philharmonic Hall in Hamburg.

"Make way for the EURO 2024 in Hamburg," says Julia Brinker, managing director of Jung von Matt SPORTS. "The Final Draw was the perfect moment to present the city as a host city and connect it uniquely with the Final Draw."

Joachim Kortlepel, head of content and creative partner at JvM AG, adds, "The unmistakable container installation puts Hamburg on the global map and creates a great and emotional moment for people and the media."

The installation marks the beginning of the international marketing and communication campaign with the slogan 'Hamburg. Great Things Start Here' developed and jointly implemented by Jung von Matt SPORTS and Segmenta for Hamburg Marketing GmbH.

"This impressive action has demonstrated what is possible in Hamburg and how eagerly the city is anticipating EURO 2024. The first highlight of the tournament took place here, and more will follow," says Dr. Rolf Strittmatter, CEO of Hamburg Marketing.

"Hamburg deserves to be seen - as the Host City of UEFA EURO 2024 and beyond. We are delighted that with the container installation, we could attract international attention to our beautiful harbor city," says Lydia Schiphorst, managing director of segmenta communications. 

Additional actions and highlights are planned in the coming months leading up to UEFA EURO 2024 and throughout the tournament.

Execution support for the project was provided by UNIKAI Lagerei- und Speditionsgesellschaft mbH and LOTUS Containers GmbH.