We invited fans who keep historical tickets as memorabilia to tell their stories for a video. Them, we proposed a deal: would they give away their beloved tickets in exchange for tickets to the UEFA Champions League Final? For the fans who accepted the trade, we offered tickets to past finals. Those who truly valued their memories and refused the deal went to the 2017 Final, in Cardiff.

It was an action of opportunity, recorded with an initial planning, but without script, in language of reality. We needed to ensure as well as real stories, the quality from the casting of the possible people as well as the reactions. There was no room for error, we needed someone who did not really change and who had a passion for football.

In social media:

Total reach: 13 million people

Organic reach: 20,987 people

Total view: 2.058 million

96% positive mentions and engagement of people including media vehicles, include the Corinthians Brazilian club.

We had 2X more mentions on Twitter (during game week) than "Heineken" (beer brand) competitor.

In press media:

12 publications in the main marketing and sports marketing vehicles.

Reach: 2.085.385mm

AD Value: 143.175,06