Campaign SpotlightPress Release

Bitburger and Serviceplan celebrate togetherness through football

HAMBURG, GERMANY — Football has the power to connect people. With the claim, “Bitte Let’s Celebrate What Brings Us Together,” German brewery Bitburger and creative network Serviceplan take viewers on a journey through football-loving Germany. Football is celebrated in pubs, gardens, living rooms, restaurant kitchens, workshops, mobile homes, and market squares. Communal and genuine emotions: this is what the Bitburger EURO24 campaign film shows in authentic and honest images.

What makes the film special? All the protagonists shown are real football fans, not actors. A rousing ‘cabin speech’ accompanies the film and calls for the celebration of a united football festival.

Within the campaign, the Bitte (meaning “please in English) is the visual and textual anchor of the communication and introduces the new brand platform, where it’ makes everything possible.


Christoph Weber, CMO of Bitburger Braugruppe, explained, ‘”The UEFA EURO 2024 is the event we are all looking forward to, and it is an event for everyone. With Bitburger and our ‘Bitte’ campaign, we stand side by side with the fans, and we warmly welcome everyone. Our campaign calls for community, lightness, and joy and whets the appetite for a great football festival.”

“Our campaign authentically shows what football is really about: the fans. We get up close and personal with them as they celebrate their summer football moments. These honest, unvarnished emotions create a connection with all the other football fans out there, inspiring and enthusing,” added Till Diestel, CCO of Serviceplan Germany.

As the official national beer of UEFA EURO 2024 in Germany, Bitburger is launching a major campaign in the run-up to the EURO24. The film is the first major highlight of the campaign. It will be accompanied by (D)OOH motifs celebrating small summer football moments and endearing characteristics of German fan culture. Further campaigns are planned for the coming weeks and during UEFA EURO 2024.

Serviceplan in Hamburg and Munich is responsible for the strategy, concept, and campaign creation.

Serviceplan won a multi-stage pitch in October 2023 and has since been responsible for the brewery group’s communicative brand portfolio strategy and for the creative campaign communication of the Bitburger and Köstritzer brands.

Future Marketing, the Serviceplan Group’s consulting service within the Plan.Net Group, is largely responsible for the digital transformation of the Bitburger Brewery Group. The focus here is on designing and implementing innovative digital experience strategies optimized through integrated journey management and data-driven marketing. A key component is the Bitburger app as a user-centric touchpoint and central data hub within the new MarTech ecosystem – for an individual approach and consistently personalized brand and product experiences throughout the customer journey.

Serviceplan Activation in Frankfurt is responsible for all POS marketing strategies for the Bitburger Brewery Group. A current highlight is the creative design of the European Championship competition for retailers and restaurants via the Bitburger app. An activation mechanism specially developed for the brewery group was used for this.



Christoph Weber – CMO
Svenja Breitenstein – Head of Brand
Leo Caspar Anthony – Head of Content and Creative 
Verena Schramm – Senior Communications Manager


Patrick Hammer – Managing Director
Moritz Dornig – Executive Creative Director
Sebastian Bialon – Creative Director
Tobias Morka – Creative Director
Matthäus Frost – Creative Director
Florian Joester – Copywriter
Agnes Motz – Art Director
Vira Ronkina – Art Director
Christoph Köhler – Head of Production
Mirja-Laurina Johanns – Account Director
Katja Potechin – Senior Account Manager
Julian Hupfeld – Account Manager
Milena Fischer – Account Manager


Production – Stink Films

Director: Eliot Rausch
DoP: Cedric Schanze
Executive Producer: Moritz Merkel
Producer: Michael Hessenbruch
Producer: Nikita Mikitin
Journalist: Jan Henrick Becker
Research: Katrein Baumeister
Photographer: Florian Schüppel
Art Department & Styling: Evgeniy Marantz
Art Department & Styling: Maurizio Gallicchio
Post Producer: Robert Sieg
Editor: Jonas Baumgärtel
Editor: Leonidas Befeldt
Editor: Julian Neville
Editor: Max Eigentler
Color Grading: Jacob McKee
Postproduction: nhb video GmbH
Music & Sounddesign: Staub Audio
Voice Over Casting: Massive Voices

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