The campaign produced for Save the Children came about from a friendly match that the Spanish team played, where striker Fernando Llorente played without the world champion star on his shirt. The symbol of a great sporting achievement that in Spain also means to be lucky. “To have a star” means to have a guardian angel.

Llorente travelled to India with Save the Children to donate his star to Aarti, a girl from Delhi, with the aim of raising awareness of the fact that every 4 seconds a child under the age of 5 dies from illnesses that are easily preventable.

Thanks to intense PR work, we achieved even more, by getting for the first time ever, a whole world champion team committing themselves to supporting a worthy cause, to the point where they even played a match without the most representative symbol of triumph, the world champion star on their shirts.

On 6th June 2012 the Spanish team played a match without the star on their shirts, thanks to good PR work, echoed around the media, on the TV news, celebrities spoke about it, sports programmes and Social Media networks. What´s more a Facebook app let you donate your star on your profile and invite your friends to do the same.

With this campaign Save the children increased unique donations by 898%

The first thing was to convert a mistake into an opportunity. The error in the changing room that took away Fernando Llorente´s star allowed us to build a story that finally took us to the campaign.

Fernando Llorente travelled to India, donated his star and the gesture served as an axis to move, supported by intense PR work with the media.

The plan for the campaign had one main aim, to get the whole national team to play a match without the star. We had to adapt to involve all the institutions.

The tactic was to take full advantage of a whole football team, who are world cup winners, by making them play without the star. This element was our goal to move the media and with it our audience: The Spanish.

The results were much, much better than expectations:

The number of unique donations: increase of 898% compared to the same period in the previous year.

The total amount of unique donations: increased by 288% compared to the same period in the previous year.

The number of new members from the website: increased by 55% compared to the same period in the previous year.

The total advertising value of the news published and mentions was: €16,641,879 an important figure considering that the investment by the client for the whole campaign was around €12,000.