Cannes Lions

INVERSE GOAL CELEBRATION

VCCP, Madrid / UNICEF / 2015

Awards:

2 Shortlisted Cannes Lions
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Case Film
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Overview

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Credits

Overview

Description

Christmas is full of charity events, from TV programs to all kind of sport events raising funds for hundreds of NGOs and social causes.

Our challenge was to transform Champions for Life from just another charity sport event into the most important charity event during Christmas, a yearly event where families enjoy and help the ones who really need it: the children with needs.

This is why connecting with children was key as they are able to activate their whole family during Christmas. This is why we decided that the real protagonists of Champions for Life should not be football stars, but children!

How did we do it?

Phase 1) Goal celebrations gathering

Through a display, OOH and print campaign, La Liga’s soccer stars asked children to send videos with goal celebrations. In addition, we shot children’s celebrations in a roadshow.

Phase 2) Goal celebrations imitation

Soccer stars chose their favourite ones before the match and imitated them whenever a goal was scored during the match. TV broadcast live the original kid’s celebration while it was being imitated.

Phase 3) Buzz generation

We sent a press release with information about the initiative and a video summary explaining the initiative to media.

Execution

Phase 1) Goal celebrations gathering

Through a display, OOH and print campaign, La Liga’s soccer stars asked children to send videos with goal celebrations. In addition, we shot children’s celebrations in a roadshow.

Phase 2) Goal celebrations imitation

Soccer stars chose their favourite ones before the match and imitated them whenever a goal was scored during the match. TV broadcast live the original kid’s celebration while it was being imitated.

Phase 3) Buzz generation

We sent a press release with information about the initiative and a video summary explaining the initiative to media.

Outcome

- TV live in 30 countries around the world (for free).

- Audience - 11,4% on La1 channel (141% over its average audience).

- Earned media worth 6,914 million Euros.

- Attendance.- 21.391 people.

- 4.000 kid’s celebrations gathered.

- The funds raised had an impact on 1,2 million children.

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