The 30-year-old YouTuber Maximilian Knabe, known as “HandOfBlood”, is one of the most popular figures in German gaming. Since 2021, he has been the face of the LoL team Eintracht Spandau, where he serves as president: He plays an egotist, embodying the worst traits of managers like Uli Hoeneß. Now, 2 marketing campaigns surrounding League of Legends have won the prestigious Effie marketing award, which has nothing to do with gaming at all.
Cover image via Sparkasse
What is this LoL team all about? Eintracht Spandau is a phenomenon in e-sports. The team was founded in November 2021 with the promise to focus on storytelling and identity alongside success.
To achieve this, the team presents itself like a football club – including ultras, local rivalry and celebrations in the local pub.
How does HandOfBlood fit in? The YouTuber is known for taking on the most crazy roles for his videos. For Eintracht Spandau, he plays the somewhat rough “President Knabe”. He does not drop this role even in a serious interview.
More about Eintracht Spandau in the video.
President Knabe and Sparkassen-Hänno scoop up awards
What kind of award is this? The Effie is a renowned award for effective communication in the advertising industry. In Germany, it has been awarded annually since 1981 by the German Association of Communications Agencies (GWA) – as Effie Worldwide, the award has been around in the USA since the 1960s.
So it is a commendable accolade.
What exactly did he win? Two campaigns from the influencer agency INSTINCT3, co-founded by HandOfBlood, and the “Jung von Matt” agencies were awarded.
- Silver in the category “Influencer Marketing” went to “Sparkassen-Hänno”. For the campaign commissioned by Sparkasse, HandOfBlood took on the role of an e-sports consultant, who was to save “silver cardboard fools from the ELO hell”. (via Sparkasse). It was created in collaboration with the agency Jung von Matt Sports, and Instinct3 took over the creative direction and production.
- Bronze was awarded to the launch campaign of Eintracht Spandau under the motto “Here is Real”. This is a joint project of Instinct3 and Jung von Matt Nerd, a subsidiary of the “Jung von Matt” agencies. Here, Hänno appeared as President Knabe, acting as the driving force.
This is how the winner celebrates: HandOfBlood shared the good news with his fans on Twitter on October 20. He referred to the Effie as his biggest milestone so far – no other gaming or e-sports campaign has achieved this yet.
Many of his colleagues celebrated with him and congratulated HandOfBlood and the team from Instinct3 for their achievement. His journey from YouTuber with rather humble beginnings to marketing genius seems to be particularly impressive.
Even the competition from Team NNO congratulated him – a little jab at the playoff exit of Eintracht Spandau must be included.
Why does your president actually have more trophies than you? @EinSpandau
— Karni (@itskarni) October 20, 2022
Congratulations of course!
HandOfBlood is always good for a surprise.
Do you support Sparkassen-Hänno’s success or are you more on President Knabe’s side? Was HandOfBlood robbed here and should have really won gold – or do you see it all quite differently? Feel free to leave a comment with your opinion.
LoL team of HandOfBlood positions itself against the AfD — “Perverse understanding of freedom”
