The Special Selection
To announce TOPPS as an UEFA partner we needed something special, and what’s more special than the Special One himself – José Mourinho? In our launch film José ordained himself as the official manager of the UEFA EURO 2024. The clip spread like the hottest of hot transfer rumours, gaining worldwide press and becoming a TikTok phenomenon. Proving TOPPS’ close ties with the football fan communities and cementing their No.1 status as Europe’s top sporting collectible.
I AM JOSÉ MOURINHO
Immediately after publishing the campaign, the opening line of the film “I am José Mourinho” took over TikTok by storm and became an internationally used meme. Football fans, famous creators and influencers and even big brands and football clubs used the original sound in over 100 million newly created TikTok videos.
Scope of work
Strategy
Concept
Activation
Execution
Talent Handling
PR
Roll-Out
Social Media
Thanks team!
Executive Creative Director
Alexander Michaelsen
Executive Creative Director
Ronnie Patt
Managing Director
Robert Zitzmann
Head of Sponsoring
Felix Appelfeller
Senior Consultant Sponsoring
Christian Marx
Creative Director
Martin Strobel
Creative Director
Mattias Jahn
Senior Art Director
Michael Hülsbeck
Senior Art Director
Ralf Bierhenke
Head of Publishing
Robert Kosinski
Senior PR Manager
Jan-Luca Lossau
Account Director Sponsoring
Sebastian Ebenhack
Project Manager Sponsoring
Jakob Lauschner
Head of TV
Jankel Huppertz
Junior Editor
Michelle Sitko
Junior Producer
Niantong Tang
