2024
Entrant Company
Giusti
Category
Public Relations Campaign - Best PR Campaign
Client's Name
Clube Atlético Mineiro
Country / Region
Brazil
Experience Level
Agency
The Problem
Global warming is an urgent cause. If no action is taken, the damage could be irreversible all over the world by 2050. In Brazil, 93% of municipalities were hit by some kind of natural disaster between 2013 and 2022. To call attention to this issue, we harness the power of soccer to convey that we're all in this game together and that there's still time to turn it around.
Solution
Bring together two rivals onto the field with an ice ball symbolizing the planet that gradually melted throughout the game.
Shortly before World Environment Day (June 5), the “Ice Ball – Together for the Planet” campaign was executed during the Brazilian championship match between Galo and Bahia (June 2), when star players Hulk (Galo) and Éverton Luiz (Bahia) entered the field with an ice ball.
The broad campaign material included the main film (shown on the large screen and posted on social media), landing page, customized jerseys for both teams, flags on the field and in the stands, as well as collab social media posts by the two teams, the Minas Gerais State Prosecutor’s Office (MPMG), the Bahia State Prosecutor’s Office (MPBA), and the Minas Gerais Secretariat for the Environment and Sustainable Development (Semad-MG).
Main results
+ R$18 million in media returns
+ 4 million impressions in social media
+ 200 insertions in communication outlets
Notable mentions by large media outlets: CNN, SportTV, Band News, Globo Esporte, IstoÉ, O Globo, Máquina do Esporte, UOL and R7
Credits
Entrant Company
The MRN Agency
Category
Marketing Campaign - Brand Awareness Campaign (New)
Country / Region
United States
Entrant Company
Social Development Bank
Category
Marketing Campaign - Brand Awareness Campaign (New)
Country / Region
Saudi Arabia
Entrant Company
Gravity Global
Category
Integrated Marketing - Product Branding
Country / Region
United Kingdom
Entrant Company
Layer
Category
Video - Cinematography
Country / Region
United States