India–Pakistan relations have always been complex and ridden with tension. And there’s no other arena that this plays out more expressly than in sports.

India was host to the 2016 ICC World Twenty20—a prestigious international cricket tournament. And ahead of the hotly anticipated game between India and Pakistan, we picked up on an interesting phenomenon:

Initiated by Mr Ram Subramanian and later shared by Mark Zuckerberg, a movement called #profileforpeace was gaining traction on Facebook. Cricket fans all over India and Pakistan were showing support not for their own nation, but for their ‘rival’. Using Facebook’s profile picture frames, Indian fans sported frames that were for Pakistan fans and vice versa.

With this conversation trigger, we set out to create a message to show MasterCard’s support for #profileforpeace—turning over the creative two days before the big game on 19 March, where India would host Pakistan in Kolkata.

With our core target audience in mind, affluent cricket fans, we created a boosted post featuring a gif that allowed users to pair batsmen from both teams at random to predict the partnership in the following game.