Philips, a market leader of TVs and Flat screen TVs in particular, decided to be present in the preliminaries of the 2006 Soccer World Cup, as part of its sponsorship strategy.Given the great number of advertisers that would be present, we had to find an idea that would clearly emphasize the brand and that would generate high levels of recall.We developed an innovative strategy under the concept "Live the World Cup as if you were right there in the stadium". We created more than 20 placements that would exactly match real parts of the game: foul, goal, red card, yellow card.

Developed an innovative strategy under the concept "Live the World Cup as if you were right there in the stadium". We created more than 20 placements that would match exactly real parts of the game: foul, goal, red card, yellow one, etc. The characters, two young guys, acted each of these situations that were going to happen during the matches in order for the viewers at home to believe that this was happening live.

In spite of the great amount of sponsors of the World Cup, 98.5 % of the audience remembered Philips spontaneously after every match.