Munich’s football lifestyle store celebrates its 125th birthday. We were hired to develop an eyecatching anniversary campaign that would commemorate this occasion. The heart of the campaign is the 125th birthday logo, which is featured throughout the entire communication like a recurring theme. Another main stylistic element is the distinctive lattice structure reminiscent of the authentic, rough charm of the fence around the park football field, the goal net and crowd barrier at the stadium. It also reflects Münzinger’s core attitude: "Football is lifestyle!" The communication design also featured historic motives, such as authentic photos.