These ads for Hiltl Restaurant, the vegetarian Caterer at Euro 2008, prove that “There’s a vegetarian in every football player.”
The witty ads wittingly use shots of the joyous moments where players usually go down on all fours and kiss the ground as a celebration of their win. The chosen images make the players look as if they were actually eating the grass.
The campaign was created by Ruf Lanz Werbeagentur (Zurich, Switzerland) with creative directors Markus Ruf & Danielle Lanz, art director Marcel Schlaefle, and copywriter Torsten Maas.
I think they’re awesome.