Brief: (own idea)

Show Colombians that there is another team, equally important to the one playing the Russia 2018 World Cup. The Special Olympics Colombia team, which was training to compete in the Abu Dhabi 2019 world games.

We created some special stickers with the same design of the Panini album, with the pictures of the Special Olympics Colombia players and inserted them in the Newspaper that delivered the Russia 2018 album.

Take advantage of the trend of filling the Russia 2018 album to impact Colombians in an unexpected way and show them their other soccer team: an inclusive team, that also has dream to fight for, but that everyone was unaware of and who needed the country’s support.

We used social media to make this become news and worked with influencers, who helped us making our inclusion message bigger.

9’666.772 conversations in social media where generated, making the special sportsmen a national trend. 83 million impressions where accomplished, with no investment in advertising. We raised the number of donations for the team’s participation in Abu Dhabi World Cup games, 2019.