Cannes Lions

SANTA CRUZ DEL ISLOTE FC. THE TEAM THAT ALWAYS PLAYS AS A VISITOR.

PROXIMITY COLOMBIA, Bogota / JOHNSON & JOHNSON / 2017

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Overview

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Credits

Overview

Description

We traveled along Faryd Mondragón, a famous Colombian former goalkeeper and Guinness World Record holder, to one of the most overpopulated islands in the world, a place which had no space for a soccer field but even so, we trained and founded a soccer team:

Santa Cruz del Islote F.C.

The team that always plays as a visitor.

Execution

Faryd Mondragón was Colombia's National Soccer Team goalkeeper for over 20 years. Today, a well-known celebrity and influencer in Colombia. Even though he's retired, he accepted one last challenge.

He traveled to one of the most overpopulated islands in the world, an islet in the middle of the Atlantic Ocean. There, he gathered a group of fishermen and knocked into shape a whole soccer team, in a place which had no space even for a soccer field:

Santa Cruz del Islote F.C.

The team that always plays as a visitor.

Faryd's social accounts were used to spread our initiative. Besides posting on Facebook and Twitter, we took over his Instagram where a first call was opened to any team in the country to challenge ours.

More than 40 registered, but only one got to play against us in a game where victory was ours.

Outcome

Brand’s highest point

Top of mind: 66%

Source: rac june 2016

Brand top.

47% of people remembered us.

Source: rac june 2016

Top Pub.

91 million impressions in 3 months.

Youtube screenshot 12.04.2016 + influencers posts calculations.

Most memorable campaign of the last year.

Source: rac june 2016

Top Pub

Facebook reach

12.628.918 people

With 8 videos, 14 photoposts and 7 linkads.

Our campaign’s roi was 328%

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Floss Stitching

J. WALTER THOMPSON JAPAN, Tokyo

Floss Stitching

2016, JOHNSON & JOHNSON

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