Titanium > Titanium and Integrated
805 MILLION NAMES
FORSMAN & BODENFORS, Gothenburg / UNITED NATIONS WORLD FOOD PROGRAMME / 2015
Awards:
Overview
Credits
Overview
BriefExplanation
Instead of a big budget to spend on media we used Zlatan’s fame to attract attention, his body as our main media, his social media channels to kick-start the campaign and his famous friends to help us get an even bigger reach.
CampaignDescription
On February 14, PSG played against Caen as Parc Des Princes. For most of the players, this game was just another day on the job. For Zlatan Ibrahimovic this was his most important game to date.
Underneath his sweater he had 50 new names tattooed. Names of some of the 805 million people suffering from hunger today.
Even though hunger is the number one risk to health worldwide, these people rarely make the front page.
Zlatan may not know how to end world hunger, but he does know how to make the front page of every newspaper in the world.
Together with The World Food Programme, we created an event that turned the spotlight the world has on Zlatan, towards the people who need it more.
The campaign was strictly pro bono (not even Zlatan got paid). Instead of a big budget to spend on media we used Zlatan’s fame to attract attention, his body as our main media, his social media channels to kick-start the campaign and his famous friends to help us get an even bigger reach.
Effectiveness
- 3.95+ million social interactions
- 4500+ television reports and new media articles
- A total reach of 870+ million people (Opportunities to see)
Implementation
The first step was to post a picture on Zlatan’s social media channels of one of the names tattooed on his neck.
The second step was the live event (the football match) where Zlatan took off his sweater and showed 50 new names tattooed on his body.
The third step was the press conference that Zlatan had the day after the game where he told the story behind the names.
The fourth step was the video posted on Zlatan’s social media channels.
The fifth step was to get Zlatan’s famous friends (David Beckham, David Luiz, Kaká, Lil Wayne, Enrique Iglesias, etc) to post the video as well.
Relevancy
The World Food Programme is depending on fundings from governments all over the world. Fundings they are really grateful for. But in this world of terror and economic crises the governments of the world have forgotten about the 805 million people suffering from hunger in the world.
Our goal was to remind the governments of the world about the 805 million people suffering from hunger. And to show the them that their voters care for these people.
Without spending any money.
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