This campaign was a cooperation with Back Market and the German soccer club FC St. Pauli. The central idea was to give something back to the fans by gifting them the perfect tech through a playful concept called Secret Santa Pauli.

To spark curiosity and engagement within the community, the campaign started with a teaser suggesting that one of the FC St. Pauli players might be the Secret Santa. Throughout the campaign, we created content with two Bundesliga players, James Sands and Joel Chima Fujita, keeping the reveal intentionally open. In the final chapter, it was unveiled that Joel Chima Fujita was the Secret Santa behind the gifts.

To ensure the campaign felt authentic and community-driven, we went beyond featuring official players. Fans were actively involved and invited to participate in a series of challenges centered around tech, quiz-style questions, and soccer-related tasks. This approach allowed the campaign to live not only through high-profile content but also through genuine fan participation, strengthening the connection between Back Market, FC St. Pauli, and its community.