The execution is totally unexpected given that it was not a part of the normal sports broadcast event. The consumer was caught absolutely off-guard because of the fresh, innovative execution, which played perfect with the setting given the white midfield lines are usually made of a white powder-like substance.

This is a pro-bono brand, and the idea was made possible by multiple collaborators, among them the television station, the post-production company and the advertising agency. There is no ROI given the latter. There is obviously a tremendous and maximized value at no cost to the advertiser.