Entertainment > Branded Entertainment
805 MILLION NAMES
FORSMAN & BODENFORS, Gothenburg / UNITED NATIONS WORLD FOOD PROGRAMME / 2015
Awards:
Overview
Credits
Overview
CampaignDescription
This was a global campaign. But since it was strictly pro bono (not even Zlatan got paid) we had to reach people without using traditional media.
Effectiveness
On February 14, Paris Saint-Germain played against Caen at Parc Des Princes. For most of the players, this game was just another day on the job. For Zlatan Ibrahimovic this was his most important game to date.
Underneath his sweater he had 50 new names tattooed. Names of people he’d never met, but still wanted to keep close. Names of some of the 805 million people suffering from hunger today.
Even though hunger and malnutrition is the number one risk to health worldwide, these people rarely make the front page.
Zlatan may not know how to end world hunger, but he does know how to make the front page of every newspaper in the world.
Together with The United Nations World Food Programme, we created an event that turned the spotlight the world has on Zlatan, towards the people who need it more.
Implementation
This event happened live during a game of football. After scoring a goal Zlatan Ibrahimovic took off his sweater and revealed the 50 new names he had tattooed on his body. Names of some of the 805 million people suffering from hunger today.
This moment where captured by the press at the stadium, the live audience and the people watching the game at home. And from there it took off to thousands of news media channels and millions of social media channels.
Outcome
- 3.95+ million social interactions
- 4500+ television reports and new media articles
- A total reach of 870+ million people (Opportunities to see)
Relevancy
Together with The United Nations World Food Programme, we created an event that turned the spotlight the world has on the world famous football player Zlatan Ibrahimovic, and turned it towards some people who need it more.
The event happened live during a game. After scoring a goal Zlatan Ibrahimovic took off his sweater and revealed the 50 new names he had tattooed on his body. Names of some of the 805 million people suffering from hunger today.
More Entries from Brand or product integration into an existing programme or platform in Entertainment
24 items
More Entries from FORSMAN & BODENFORS
24 items
