Observed Signal · Sep 3, 2026 · Market Signal · Source: Saint Elmo's · Impact: 4/5
Erste Arbeit nach Pitch-Gewinn: Saint Elmo’s und BVB präsentieren Mockumentary „Buying Borussia“
Saint Elmo’s ist neue Kreativ-Agentur von Borussia Dortmund. Zum Auftakt der neuen Bundesliga-Saison präsentieren der BVB und Saint Elmo's einen satirischen Film, der die aktuellen Entwicklungen des Profifußballs aufs Korn nimmt.
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Borussia Dortmund and Saint Elmo's Launch 'Buying Borussia' Satire Campaign
Borussia Dortmund and Munich-based agency Saint Elmo's have launched 'Buying Borussia,' a satirical mockumentary released at the start of the 2026/27 Bundesliga season. The film, the first output of Saint Elmo's new lead agency mandate, follows a fictional wealthy heir who tours the club's stadium and evaluates Borussia Dortmund through the lens of luxury, return on investment, and status symbols. The campaign is intended as a humorous counterpoint to the growing commercialization of football. In parallel, the club and its fans issued a statement reaffirming their support for Germany's 50+1 rule, which prevents outside investors from taking majority control. The role is played by content creator Max Früchtl. BVB marketing chief Marius Happe and Saint Elmo's CCO Matthias Harbeck emphasized the satirical tone. The English-language film is distributed via the club's German and international channels.
ING Germany Appoints Saint Elmo's as Creative Agency
ING Germany has appointed Saint Elmo's, a subsidiary of the Serviceplan Group, as its new creative agency following a competitive pitch against several participants. The decision comes as part of ING's ongoing efforts to refresh its brand communications and creative strategy. Saint Elmo's will be responsible for developing and executing creative campaigns for the financial services provider, with the first project already in progress. The pitch win marks a significant addition to Saint Elmo's client portfolio and reinforces the agency's position in the German market. The move is seen as part of broader trends in the banking sector to modernize their marketing approaches and engage with customers through more compelling creative content.
BVB and Manera Launch Ruhrpott Pommesbude Comedy Series
Borussia Dortmund (BVB) and cultural-marketing agency Manera have launched a vertical 9:16 branded-comedy series titled "Auf Deckel - Eine Pommesbuden-Serie." The six-episode format, each about two minutes, stars content creator and comedian Ryko with guest appearances including Manera founder Tobias Kargoll, rapper Miami Yacine, actor David Schütter, singer Rayan (Blumengarten) and former BVB player Kevin Großkreutz. Produced with Nie und Immer Studios and Heyen & Friends and filmed at the authentic "Olympia Grill" in Dortmund, the series blends Ruhrpott humor and branded entertainment. BVB used the series to introduce 18-year-old Greek signing Konstantinos Karetsas (reportedly for ~€30 million from KRC Genk) and to feature the club's new purple away kit in-scene. The show launched mid-July on BVB channels on Instagram and TikTok; creative leads and production credits are credited in the article.
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