Cannes Lions


DDB SPAIN, Madrid / MOVISTAR / 2011






Our aim was to generate traffic to the Terra Sports website during the World Cup championship that took place in South Africa between June 11th and July 11th 2010. We had to get people to choose Terra Sports over all other media covering the World Cup during that period. In order to do that, we generated exclusive content that everybody would want to follow: the key for Spain to win their first World Cup ever.Julio Cardeñosa, the soccer player with the worst luck in the history of the Spanish team, would pass his bad luck on to the other national teams.

The first step was sending him to Brazil, whose team was one of the favourites to win the championship. People could follow him as he spread his "luck" to the Brazilian fans, their stadiums, their symbols and even their national coach.

Once Brazil had been dismissed, he did the same to all the other national teams.

On July 11th 2010, Cardeñosa accomplished his mission. Spain won its first World Cup and made 46 Million Spaniards happy.


A trailer was launched.During the first phase, different episodes of his trip to Brazil were published online and soon they were echoed in the mass media.As soon as a new video came out on Terra Sports, the previous video was mobilized on Youtube, inviting people to watch the new content on Terra Sports.

The audience could also follow the latest news about Cardeñosa on Twitter and through a Facebook group and obtain Brazilian t-shirts that had Cardeñosa’s name printed on them through our website so they could “support” Brazil in their games. Another Facebook application allowed them to send their friends images of Cardeñosa dressed in their national team's colors in order to jinx their teams.Once Brazil had been eliminated, Cardeñosa went after all the other adversaries of Spain to give them his bad luck. This could be watched on Terra Sports, and was picked up by different TV channels and social networks. The day of the final match, he appeared on the show before the game wearing a Dutch jersey.


The consumers, whether soccer experts or sporadic World Cup fans, found their perfect action on Terra Sports.By generating unique content of great interest to all Spaniards and exclusive to Terra Sports, we turned the site into a reference for Spanish soccer. Also, the popularity of the action captured the interest of the mass media, which for the first time in history talked about a sports website. Thus, we not only generated traffic but also increased awareness for the website. But most importantly, we accomplished a dream: Spain won their first World Cup ever, and we made 46,000,000 Spaniards happy.

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