Cannes Lions

BEER

ALMAPBBDO, Sao Paulo / POLAR / 2010

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Overview

Entries

Credits

OVERVIEW

Execution

Polar divided R$ 100,000.00 between Internacional and Grêmio. During one month, fans could visit the website and “steal” coins from their respective rival teams. Each click was worth R$ 1.00.

Outcome

More than 1,000,000 views. Some fans went as far as “stealing” more than 10,000 coins each and counter attacks kept the adrenaline going until the end of the action. Grêmio was able to take the lead and hold it, thus winning the jackpot.

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