Cannes Lions
DDB COLOMBIA, Bogota / PILSEN BEER / 2013
Overview
Entries
Credits
Execution
1. We handed out flyers around the stadium with the trova’s lyrics
2. We posted the lyrics in La Resistencia’s (The ultra – group for Independiente Medellín) Facebook page with nearly 7000 fans.
3. The trovas were recorded in a studio, with profesional “trovadores”.
4. The trovas were played in the main radio stations in Medellín so people could learn them.
5. A teacher taught the members of “La Resistencia” the trovas.
6. Almost 7.000 voices chanted the trovas for the first time
7. Today thousands sing them every match Independiente Medellín plays.