Title	#LOVEJU, THE WORLD'S FIRST EVER SOCIAL MEDIA CHOREOGRAPHY
Brand	JUVENTUS FOOTBALL CLUB
Product/Service	JUVENTUS FOOTBALL CLUB
Category	F03. USE OF CO-CREATION & USER GENERATED CONTENT
Entrant Company	WE ARE SOCIAL Milan, ITALY
Advertising Agency	WE ARE SOCIAL Milan, ITALY

Name	Company	Position
Gabriele Cucinella	We Are Social	Managing Director
Riccardo Caputo	We Are Social	Account Director
Gabriele Caeti	We Are Social	Creative Director
Daniele Piazza	We Are Social	Art Director
Giorgio Marziani De Paolis	We Are Social	Technical Director
Jacopo Pulcini	We Are Social	Account Executive
Stefano Voltan	We Are Social	Account Manager
Giacomo Galli	We Are Social	Account Executive

Creative Execution

Fans had the chance to submit their personalized choreography through a Facebook application, for a unique opportunity in occasion of the upcoming and highly anticipated game of the season: the "Derby d’Italia" Juventus - Inter. Additionally, fans had the opportunity to show up on the Juventus Stadium widescreen by using the hashtag #LOVEJU.

Over 3,000 designs were submitted via a bespoke application on Juventus’ official Facebook page, and 18,500 tweets were sent using the #LoveJu hashtag. As the teams took to the pitch, the sight that greeted them was a sea of 12,700 coloured cards, covering a total area of 8,000 square metres displaying the victorious choreography design. These were held aloft by those occupying the stadium’s East Stand. Reach did not just extend to the stadium. International news organisations reported positively on the initiative, while footage of the winning entry was beamed live to tens of millions of viewers across the globe.

Juventus launched a campaign that built an even stronger relationship between the football club and its international fanbase, bringing fans even closer to the matchday experience with #LoveJu – a sporting and social media first. #LoveJu stemmed from Juventus’ incredibly passionate supporters, who are always looking for a new way to show their dedication for their favourite club. The concept not only engaged supporters and was the first of its kind to be enacted at a major sporting event, it also put fans at the forefront of an important milestone for the club. Earmarking their match with Inter Milan as the ideal opportunity for maximum passion and global visibility, the club offered fans the chance to do something that had never been done before: choreography. The brief was issued via social media and on the big screens at game: fans from all over the world took up the challenge.