Austrian record champions Rapid have visualised their mission statement - it looks freakin’ awesome!

Several hundred people from the club's environment represent the club's values in the form of individual scenes.
Rapid Vienna doesn't stage products but itself
For the staged photo, the club was able to engage the internationally renowned Gigapixel photographer Lukas M. Hüller, who is known for his elaborate image series ‘The Children's Play’ and the visualisation of the ‘Seven Deadly Sins’, among other things.
However, the visualisation is not just a nice gimmick, but also plays an important educational role in a world dominated by social networks. Rapid has managed to create a perfect self-promotion campaign. No products are marketed, no tickets sold, no merchandise advertised. Instead, the traditional club, which reached the final of the European Cup Winners' Cup in 1985 and 1996, but failed to win the title on both occasions, presents itself. And its own fans. At a time when the focus is increasingly on product placements, Rapid shows that things can be done differently. Of course, the one or other sponsor is inevitably hidden in the picture - but always in a subtle way, because the people who really make up the club are emphasised. The fans. Fans as centerparts of the picture
They were the actors. Rapid's mission statement is broken down into its individual parts and each important keypoint is depicted or reconstructed by the fans in the form of scenes. The main scene of the picture is particularly noticeable: it is a football match on the pavement in front of the imposing front of the club’s home stadium.
And the scene is remarkable not only because of its central position, but also because Rapid's first team players are nowhere to be seen. At a time when players frequently change clubs, it was obviously important to the club to make the image as timeless as possible. The ‘main roles’ are now played by children, girls and youth players. Only a club legend in the centre of the picture indicates the way.

The ‘LeitBILD‘, a german pun for ‚mission statement‘, is an extraordinary masterpiece by Lukas Maximilian Hüller, who specialised in large-scale productions with people instead of landscapes.
Statements
Managing Director of SK Rapid Steffen Hofmann says: ‘I have known and appreciated the photo artist Lukas Hüller for a number of years and this is the third time I have been able to work with him on a project. The realisation of the idea, which also serves to make our mission statement even more present in the Rapid community, has once again been fantastically successful. I think that our more than 21,000 club members, some of whom were present at the photo shoots, will also be thrilled by this picture. In terms of organisation, the photographer and his small team as well as many SK Rapid employees, whom I would like to take this opportunity to thank for their commitment, overcame a number of hurdles with great distinction.’
Marcus Knipping, Managing Director of Business at SK Rapid, on the project: ‘We wanted to make our values even more tangible with this pictorial presentation and I believe we have clearly succeeded with this colourful work of art. A lot of people were involved, which is why I would like to take this opportunity to thank every single Rapid employee for their great cooperation!’ Lukas M. Hüller, Gigapixel photographer: ‘There were numerous challenges with this big project, from organising the actors, staging the scenes, to the rain on the day of the photo-shoot. But in the end, we mastered everything brilliantly. We took hundreds of individual pictures, which resulted in the ready picture after four weeks of work’.
‘We have hidden all the important points of the mission statement in the picture, each scene stands for a part of the mission statement, so to speak, but also for the old Rapid anthem and the green-and-white ribbon that runs right through the artwork. In the end, we put the individual images together in an impressive post-production process afterwards,’ concludes Daniel Mandl, who came up with the idea for the project.
The ‘LeitBILD‘ is also available as a deep-zoom picture on this website.