• Situation: WC 1st anniversary was about to come, we needed to leverage pur deal with Messi which was about to finish and do something memorable for all the fans

• Brief Leverage Messi’s contract in a unique way to celebrate the anniversary with all the fans

• Objectives Awareness + golden records

• Budget : 700 usd

• Project scale and volume: 150 tshirts

We created a T-shirt in which the word Messi was written using Argentina’s iconic stripes.

We needed to work out the right typography and design in order to create an effect where at first glance you saw Argentina’s classic jersey but at the same time noticed something odd. Only when you really looked you discovered Messi’s name, giving people a sense of pleasure for discovering it.

Despite being an isolated and real-time action commemorating the World Cup anniversary, it had a significant organic impact. We used this T-shirt as a hook to bring Budweiser sales through our DTC TaDa and generate brand awareness with Messi. During the week when the action was carried out with TaDa, orders generated for Budweiser through the platform increased by 10%.

We also conducted an organic giveaway for Messi's signed jersey and collected 19,964 entries, which represents 10% of the total brand entries across various actions undertaken.