The Chilean national soccer shared the same group with the champion and runner-up from the last World Cup (South Africa 2010), called "group of death" . That generated a bitter taste in the mouth to the country.

Therefore, Banco de Chile as official sponsors of the national team, had to lift the spirits of the selection and across the country.

So we gathered the 33 miners who survived after being locked up for 70 days in the Atacama mine to make a great motivational speech. The campaign generated global impact, being mentioned in more than 100 international media, impacting over 200 million people and getting free advertising valued at over $ 5 million.

We did a promotional commercial with the 33 survivors miners, launching a large activation, which was to take the land of the mine and take it to Brazil for spreading in the training field of the Chilean national, but not sowed anyone, we sowed the iconic former captain Ivan Zamorano. Furthermore generated activations in 200 bank branches throughout Chile, as we build display advertising with some of the same ground.

The activation was successful. All Chileans and the world spoke of the campaign, the Banco de Chile won the war of the sponsors of the selections and brand reputation grew significantly, with the number 1 on the top of mind of the country.

The campaign hit over 200 million people, being published in New York Times, The Guardian, CNN, Oglobo and over 100 major international media, besides being discussed in the all national media.

It got over 2 million views in two days.

The campaign succeeded to the Bank of Chile, a bank with an elitist perception, that connected with all Chileans, resulting in the Top of Mind for all banks.