| Title | NUMBERS VS NUMBERS |
| Brand | JUVENTUS |
| Product/Service | JUVENTUS |
| Category |
D06. Sports for Good |
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Entrant
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WE ARE SOCIAL Milan, ITALY
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Idea Creation
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WE ARE SOCIAL Milan, ITALY
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Production
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WE ARE SOCIAL Milan, ITALY
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Credits
| 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 Entertainment?
Football is entertainment itself and the most popular sport in the world.
Moreover in Italy, the Serie A league is a fundamental part of everyday culture.
If something special happens during a match, the whole country will know it.
For this reason, Juventus, one of the most followed teams in the world, turned football entertainment into an occasion to communicate its inclusive vision as a brand.
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
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 strategy
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 fight racism on the football field.
Describe the execution
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.
Describe the outcome
133 countries got in touch with the campaign.
And more than 347 million people have been reached.