UNICEF Y FUNDACIÓN DE LA LIGA DE FÚTBOL PROFESIONAL
Product/Service
CHARITY MATCH
Category
A04. Original User-generated Content
Entrant Company
VCCP SPAIN Madrid, SPAIN
Contributing Company
VCCP SPAIN Madrid, SPAIN
Credits
Name
Company
Position
Javier Suso Teixidor
VCCP Spain
CEO
Beto Nahmad
VCCP Spain
Executive Creative Director
David Sousa
VCCP Spain
Creative Director
Sergio Villarrubia
VCCP Spain
Copywriter
Andrea Gusart
VCCP Spain
Copywriter
Álvaro Marugán Hernández
VCCP Spain
Art Director
Yerai Gómez
VCCP Spain
Art Director
Rodrigo Alviso
VCCP Spain
Account Executive
Marta Lucas
VCCP Spain
Social Media
Jaime Fernández
VCCP Spain
Social Media
The Campaign
To raise awareness and collect funds, we organised Champions for Life in collaboration with “La Liga”, a friendly football game on the benefit of children.
To make the children protagonists of this event, we asked these to send videos with an original goal celebration, the soccer stars choose the one that they liked the most and when scoring, for first time in history, they imitated children’s celebrations during the game (broadcasted live on TVE in more than 30 countries around the world the last 29th of December 2014).
More than 4.000 children from all over the country sent their original celebrations.
The funds raised will impact 1.200.00 children (the double of the target objective).
Phase 1) Original celebrations acquisition:
We did a campaign claiming children to send videos with original goal celebrations.
- Display campaign.
- OOH campaign.
- Print campaign.
- Events (real time shooting of children’s celebrations).
Phase 2) Original celebrations imitation:
We shown the best children celebrations to the soccer starts and asked them to imitate them during the match.
Everytime they celebrated a goal during the match, the TV broadcast showed the original celebration of the kid that was being imitated.
Phase 3) Buzz generation
We sent a press release with information about the initiative and a video summary explaining the initiative to media.