THE CONTEXT.

Uruguay is back to the Olympic Games after 84 years.

THE IDEA.

Conquistemoslondres.com (Let's Conquer London).

A British cultural product was mixed with the “garra charrúa” (charrua’s courage), in order to support and encourage the Uruguayan National Football Team in the London 2012 Olympic Games.

Phrases from Uruguayan football culture were literally translated to English in order to create adverts using the ‘Keep Calm and Carry On’ design. Such advert had been created during World War II to boost English people’s morale, but it never came out.

Messages about Uruguay but in their language.

The campaign was an instant succes, the goal set to Conquer London and became gold medal once again by beating England on the last game, was the most powerfull driver for the people,

and doing it by using and english product mixed with their passion for soccer, became the most memorable campaign for the Olympics in Uruguay.

Our brand, the Uruguayan Association of Soccer was the only one capable to send that kind of message to the people, they are de Olympic Team, they represent it, and with the campaign they send a message of support and pride, like never before.

Over 22,000 visits and 9,000 posters made by the people in a two week campaign.

Over 4,000 fans in less than 6 days of campaign.

7,000 people talking about the topic in Facebook.

A 296,725-people reach.

And Trending Topic for Uruguay in Twitter.

All of this in a country of 3 million people.