Title	NUMBERS VS NUMBERS
Brand	JUVENTUS
Product/Service	JUVENTUS
Category	A04. Data Storytelling
Entrant	WE ARE SOCIAL Milan, ITALY
Idea Creation	WE ARE SOCIAL Milan, ITALY
Production	WE ARE SOCIAL Milan, ITALY

Name	Company	Position
Alessandro Sciarpelletti	We Are Social	Executive Creative Director
Daniele Piazza	We Are Social	Executive Creative Production Director
Paulo Gonzalez	We Are Social	Creative Director
Mattia Lacchini	We Are Social	Creative Director
Lorenzo Canazza	We Are Social	Creative
Luigi Muraro	We Are Social	Art Director
Alessandro Romeo	We Are Social	Editor Supervisor
Pietro Zambetti	We Are Social	Group Account Director
Monik Ruffo	We Are Social	Account Director
Oyemi Akeko	We Are Social	Senior Account Manager
Tommaso Piccolo	We Are Social	Account Executive
Gianluca Fumi	We Are Social	Writer
Dario Sepe	We Are Social	content
Andrea Grieco	We Are Social	Content
Max Finotti	We Are Social	Content

Why is this work relevant for Creative Data?

Racism is an issue that has always manifested itself on soccer fields and beyond, but few people know the magnitude of the issue, often analyzed by various institutes through detailed reports. Unfortunately, the worrying data from the analysis are not known by people who may not perceive the problem as it really is. In the meanwhile, anyone who watches a soccer match sees numbers for 90 minutes. For this reason, Juventus, which has always fought racism, transformed the numbers on players' jerseys into data on racial discrimination, so that they could finally be seen and read by a wide audience.

Background

Juventus is a brand with a vision and one of the most important values for the company is inclusivity. Despite there having been many concrete actions on behalf of Juventus, people don’t know about them. For this reason, Juventus asked us to find a relevant way to communicate its social commitment in a way that made fans aware of it, on the occasion of the “International Day for the Elimination of Racial Discrimination”.

Describe the Creative idea / data solution (20% of vote)

On the 21st of March (International Day for the Elimination of Racial Discrimination), we turned Juventus football jersey numbers into data on global racial discrimination, during an official Serie A match (Juventus vs. Benevento).

Describe the data driven strategy (30% of vote)

Despite football leagues’ constant fight against discrimination in the stadiums, sadly, racism is a societal issue that transcends the field. For this reason our strategy was to analyze racism in a deeper way, making people realize the problem from a wider point of view, and not only from the football perspective. We thought that if we are able to make people aware of how big the problem actually is outside of the stadiums, tomorrow, once we will be able to go back to them, people will probably would fight racism also on the football field.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

We collected the most shocking data on racism in the world and matched it with every Juventus number. Then we put the data into the shape of the numbers. Afterwards, we printed the special jerseys and shared them with Juventus fans through photos and videos. After that, on the 21st of March, the first teams took the jerseys to the field, to bring the message to the media's attention. At the end of the match, we launched a video on Juventus’ social channels to communicate the whole operation.

List the data driven results (20% of vote)

133 countries got in touch with the campaign. And more than 347 million people have been reached.