Peñarol is one of the biggest soccer teams in Uruguay. On September 28th its 127th anniversary was celebrated.

We needed to create a social idea to involve the fans and use their passion to expand the news.

We decided to create a video asking the fans to do one simple thing: change their personal birthdate on Facebook and set it on September 28th.

With a video that touched the fans' hart we launched the initiative.

We wanted to hack the platform. the more people changed their birthdates, the more organic publications we would achieve.

We pulished the video one week before the anniversary on Peñarol Facebook fanpage.

With that alone, we only had to wait for the fans response.

Thousand of fans changed their birthday. Even the president of the club.

On the day of Peñarol birthday every uruguayan started the day with Facebooks notifications that announced that it was the birthday of hundreds of their friends.

The action captured the attention of media, expending the reach of the message.