The concept “You’re not yourself when you’re hungry” is widely known, but rarely executed in real life. And never at a live event.

And that's what we did – we put a big Brazilian celebrity, the former World Cup champion, Ronaldo, to cheer on Brazil’s most hated rival, Argentina, at a pre-World Cup friendly match. We would only reveal that it was a stunt when the mass media campaign got launched 24 hours later.

Ronaldo posted a few times, clearly sympathizing with Brazil’s most hated rival: Argentina. Then he went to an Argentina match, on the same day of a Brazil-Germany match. The media caught him and social media went crazy. Then he kept silent on social media for 24 hours, before launching a brand film, where he cheered for for Argentina until a friend gave him a Snickers, making him regret his actions immediately. It was the first time that a brand launched a whole campaign through a personal Instagram account.

The stunt was featured in more than 265 media outlets around the world. The hashtag #wtfronaldo became a trending topic in Brazil, on a day that Brazil was playing Germany for the first time since its 7-1 loss, and Argentina lost to Spain by 6-1. The earned media was about 10 times the initial media investment and impacted more than 60 million people.