It was one year since the death of Diego Maradona, the player recognized as the great star of Argentine and world football.

On a date when many brands were going to remember him with videos and posts, we wanted to honor his time on earth with a campaign that went beyond what was known. A campaign equal to the greatness of a player who gave us moments and emotions that went way beyond what is known.

To honor Maradona, we did something that had never been done for anyone before: we bought the name of a star to honor, precisely, a sports star. Thus, the brightest star of all time will be able to shine in the sky just as he did on earth.

One year after Maradona's death, we wanted to connect emotionally with football fans around the world, honoring their idol's passage through the earth in a commemoration that would make them relive his magic.

For them, Diego Armando Maradona was a true star who illuminated them with each one of his plays. And although we could have said this only in a commercial, we understood that the best way to connect with them was to make their feelings tangible.

We bought a star's name registration and then christened it after Maradona (until then, no one had used the ability to register a star's name to honor a celebrity).

On the anniversary of his death, we communicated this action through a piece that recounted the activation and its reason in an emotional way, taking us from Fiorito -the birthplace of the star- to his new place among the stars. This video was also presented in Uruguay during a meeting organized by CONMEBOL, in which his teammates from the World Cup in Mexico 1986 also participated. The event was broadcast live.

The piece had a one-week broadcast on: Facebook, Instagram, Youtube, Futbol Site Network and TV.

Impressions: 35,000,000

Users reached 40,000,000

Views on YouTube: 5,000,000

Complete views on YouTube: 2,000,000