Cannes Lions

SPORTS MATERIAL

TALENT, Sao Paulo / ALPARGATAS / 2011

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Overview

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Credits

Overview

Execution

In order to emphasize the importance of the ball during the big game, we elaborated an unprecedented move that drew the attention of fans, spectators, and the media: before the game began an armored car entered the field and 4 armed security guards removed the ball from inside the car – which was inside an acrylic box protection, supported by a red velvet pillow – and handed the “trophy” to the referee to start the game.

Outcome

More than 250 thousand comments on blogs, sites, and social networks;Worldwide Trend Topics on Twitter;20 thousand hits on the promotion’s website in the first day;One thousand sold shirts in one day;Thousands of sold shirts in three days;An increase of 120% over the previous year.

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