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 broadcasted 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.

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

- 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.