To launch the jersey of the Mexican national team we made the most passionate fans reveal it, and to find those who would do it we used cutting edge technology to measure their brain activity while they watched a video with the best and worst moments in the history of the Mexican national team. Those who kept feeling these moments as if it was the first time were the ones to present the new jersey to the whole country.

To learn how the fans truly felt about their national team, we developed two booths with technology to measure their brain activity and a screen where we played a video with the best and worst moments of the Mexican national team.

Two large screens outside the booths displayed their results in real time for everyone else to see how much they feel their passion.

An engineer measured all their information in real time. At the end of the experience, the fans received a printed certificate with their results and placed them in a ranking with all the other fans to see if they were among those who felt their colors and the passion for their team the most.

We implemented the booths in adidas’ most important points of purchase across the country, and developed a special activation where journalists and celebrities participated to put their passion to the test.

Over 34 million people reached on social media in the first week, trending topic during launch day and 1.18 million interactions within the first few days.

In addition, the jersey was voted as the second most beautiful design in Mexico's history, increasing sales up to 25% more than the launch of the jersey for the World Cup of Brazil 2014.