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.

Media value in €
TikTok mentions


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.

José Mourinho can be seen from the right side. he is looking straight ahead and two arms are coming in from the right and holding a film flap with the inscription Topps right in front of him.
Image two men with mask behind a camera filming the commercial of José Mourinho for Topps.
Image of a film crew standing around José Mourinho shooting the commercial for the Topps sticker album in collaboration with Jung von Matt HAMBURG.
Image of José Mourinho with a director explaining the process for the commercial for the Topps sticker album in collaboration with Jung von Matt HAMBURG.

Scope of work

Talent Handling
Social Media

The people behind the work

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

Picture from the shoot: A dark room with two columns on the left. about 10 people, some wearing masks, stand around camera equipment. a large light is held in from the side. Mourinho in the middle from the back.
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