The core idea of the campaign encompasses the thought of football bringing together people of different ethnic, moral or social backgrounds, and showing their love for the game.The website makes use of the visuals derived from TV commercials Rivalidades and Peace Ball and places them in a online setting. The idea is to share online modules across countries where users register to play border-crossing games, collect tokens from Panini and exchange these with friends within the community. Furthermore, the website plays keyrole in airing the chain of football fans from around the world passing the virtual trophy.