Winners & Shortlists

#LOVEJU, THE WORLD'S FIRST EVER SOCIAL MEDIA CHOREOGRAPHY

Title#LOVEJU, THE WORLD'S FIRST EVER SOCIAL MEDIA CHOREOGRAPHY
BrandJUVENTUS FOOTBALL CLUB
Product/ServiceJUVENTUS 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
Credits
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.