Japan is a focus market with highly passionate people about football.The objecitve was to find a common ground between two cultures who are united by the wold game, to ensure the campaign´s relevance for the local market. Though its sustainable 360° approach, this campaign does not only tell a story through content, but also focuses on giving back to the community through awarding jerseys to local fans.

Everyone´s dream starts somewhere. Memories, moments and dreams are created by football and unite cultures and societies. The story is narrated by a local football hero and is supposed to be powerful in order to give purpose and motivation to the next generation.

Digital content launch in Japan with content/broadcast partners, local ambassadors and local media outlets. Followed by a user generated content campaign inviting fans to share their most memorable football moment through a video or photo for a chance to win a jersey. The goal was to receive high quality submissions, letting the audience´s creativity run free.

Local content shoot in Japan, digital and PR activation with local broadcast and content partners, local amassadors and additional local media outlets. UGC campaign and sweepstakes.

Scale: Reach: 6.2 million

Engagement: Likes, shares, comments: 1.7 million