Cannes Lions

FOOTBALL TEAM

ANR.BBDO, Gothenburg / IFK GOTEBORG / 2007

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Overview

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Credits

Overview

Description

Challenge: Swedish premier league team IFK Göteborg faced local rival Gais and wanted us to raise attendance.Solution: A travesty on Nike’s Joga Bonito campaign. But instead of featuring great players like the Brazilian national team we showed how this camapign would look if classless Gais were featured.

We fooled Gais into performing Joga Bonito-inspired tricks but showed only failed tricks in the final edit, published on www.gaisbonito.com.

To attract site visitors, we tipped off key football blogs and the “viral ball” was in motion.Result: Over 100,000 unique visitors to the site. Game attendance +42% above expectation.

Execution

We created a travesty on Nike’s Joga Bonito campaign, widely known in football circles. But instead of featuring great talent like the Brazilian national team we showed how this camapign would look if classless Gais were featured.

To create this, we fooled Gais into performing Joga Bonito-inspired tricks but showed only their failures in the final edit, published on www.gaisbonito.com. The result was found to be very humorous by site visitors.

Outcome

Judging by all the media attention and blog-buzzing we achieved our goals. Numerically we drew around 100,00 unique visitors to the site and raised game attendance +42% above expectation. All this given very limited spending on both media and production.

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