Cannes Lions

Peace Fans

MULLENLOWE SSP3, Bogota / AB INBEV / 2018

Presentation Image
Presentation Image
Demo Film

Overview

Entries

Credits

Overview

Description

We used the final match of the Colombian Football tournament to show that football isn’t a reason to fight, but to unite. We took to the final two representatives of the conflict that Colombia lived for years, an ex guerrilla militant and a National Army Sargent and during the halftime of the final match we show all the fans the experience that those two were living to show that there is no reason to fight and that football can unite even those that fought for years.

Execution

With the help of the Ministry of Defense, we manage to contact and join an ex guerrilla militant and a National Army Sargent. We invited them to the final match of the National Tournament, both agreed to live football in peace and to show the football fans in the country that the grandstands are a place for peace.

Outcome

- We reached 56% of digital users in Colombia

-The share of voice increased 68% on the day of the event

-352.000 USD in PR in 1 day

-95% of positive brand association

-7.000.000 impressions in 1 day

-90% of the mentions were positive

-The brand managed to be trending topic for more than 6 hours during the day of the grand final

-The day of the final match there were no deaths associated with football

-30.000.000 people saw the action during the transmission

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FRIENDSHIP CHECK

BUENTIPO ANCHOR, Bogotá

FRIENDSHIP CHECK

2022, AB INBEV

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