The distance in time between the result of the elections and the match was very short. We had to act quickly and create an idea that would impact a lot of people with the minimal input. This is how we asked Corona -official sponsor of the national team- to request the Mexican team Captain to invite the USA team Captain to take the official pre-game photo together before the match as a symbol of brotherhood. 

The idea had to be executed very quickly. We took advantage from being the official national team sponsor and having direct access to them. We approached the team and asked them if it was possible, before the game, to ask the American team to take the photo together.  The USA team accepted and all the players joined together to take a Photo Without Borders where both teams proved that walls don't separate us, and brotherhood amongst people is more powerful than political messages which bring discord among nations.

With zero investment, we had over 2.4 M dollars in earned media. The news was seen internationally in media like The Guardian, all National Mexican media, and many more international sports outlets. The most important result, we showed the world how the true walls live only inside our minds.