UNICEF is the UN agency which aims to ensure compliance with the rights of children. Promoted by UNICEF in collaboration with the foundation Kanoute, 'Champions for Africa' is a united football game that aims to foreground the situation facing millions of children in Africa and unite forces for their education.

'Champions for Africa' is a unique opportunity to see the cracks of world football on the pitch in an intense duel between a team of players in the League, led by Sergio Ramos and the Africa United team, and a combination of the best players of African origin in the world, led by Frederic Kanoute.

1. In order to generate buzz in the media (mainly Sport websites and Tv channels), we launched a teaser phase:we filmed some virals in which some players were challenging each other.We even made people believe that Luis Aragones - the former national team coach - was going to return to the bench.2. We did not reveal that our match Champions for Africa was behind the viral campaign. When the expectation was on its highest point, we implemented the second stage of the campaign and invited everyone to come to the Bernabéu Stadium on the December 22 under the claim "This match is a matter of life and death"!

- 350,000 Euro of revenue at the match day.- 987,000 Euro total profit of this campaign.- The match was the most watched programme on television that day.- More than 100,000 hits on YouTube during the teaser campaign...And all this with a budget of only USD 10,000.