Cannes Lions

Sports VS. Bullying

McCANN MADRID, Madrid / JERO GARCIA FOUNDATION / 2018

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Overview

Description

Three big names of the Spanish boxing scene competed in a boxing match dedicated to the fight against bullying at Casino Gran Madrid de Torrelodones, a match also broadcasted live on TV in Spain. But the boxing champions did not have their popular boxing nicknames on their ring jackets, instead they were replaced with most common insults used by kids.

Míriam La Reina Gutiérre changed her name to La Guarra Gutiérrez (En: The Slag), Ardi Rodríguez changed his name to Puto Friki Rodríguez (En: Fucking Nerd) and Cristian Mini Tyson Vélez changed his name to Gordo de Mierda Vélez (En: Fat Shit).

Execution

The last 3 November the "Sport vs Bullying" movement was introduced publicly at the Spanish National Boxing Championships held in the Casino Gran Madrid in Torrelodones, Madrid. There, three national boxing greats joined the movement and went into the ring changing their nicknames for the most common insults aimed at kids: Alvaro "Fucking Freak" Rodriguez, Miriam "Slut" Gutierrez and Cristian "Fat lump of shit" Vélez in a gesture of solidarity with victims, showed that no insult can obscure the greatness inside them.

Outcome

- 49 Million unique users saw the campaign which had a budget of 0€.

- +1,000,000€ in earned media.

- It was the highest profile boxing event in Spain in over 20 years.

- Ardi Rodriguez "Fucking Freak" became the Champion of Spain.

- Schools and Sports Centres are joining the movement.

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Sports Vs. Bullying

McCANN MADRID, Madrid

Sports Vs. Bullying

2018, JERO GARCIA FOUNDATION

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