The importance of this work lies in how, through various opportunities within the world of sports, we managed to elevate an outdoor sports brand that needed visibility and awareness, despite the challenge posed by the limited participation of these sports in Chile. This was possible because we successfully shifted the audience from the country's most popular sport, football, towards the outdoor market that our client, Adidas Terrex, sought to enter.

The story of the protagonist of this campaign is quite unique, and it's one of those rare instances that can only happen in Chile. It's about Ben Brereton, the most recent phenomenon in our national football team. He wasn't born in Chile, doesn't speak a word of Spanish, and has never set foot on Chilean soil. But thanks to his Chilean mother's origins, and because a fan (after discovering him in a video game) campaigned to bring him to the national team, Ben managed to secure a spot in the starting lineup, win the hearts of the entire country, and transform into the idol he is today.

All of this is the backstory of a documentary we created with Adidas Terrex in collaboration with HBO, in which we took on the mission of introducing Ben to the land of his origins. Of course, to navigate through the complex local geography and climate, Ben had to wear quality outdoor clothing. This is where Adidas Terrex comes in.

Objective,

To lift brand awareness at least by 50%.

Bring new consumers to the brand.

Make Adidas Terrex relevant on the national landscape.

Since the audience for outdoor sports in Chile remains small, and the market is not big enough yet, we saw in Ben Brereton the opportunity to reach the country's largest sports audience, the football fans, with Adidas Terrex. That audience would watch the content because of Ben Brereton's relevance, and because it's fascinating to see how he was connecting with the Chileans, and with his mother's homeland.

In this way, we would make our way with the brand, presenting it to more people than segmentation by outdoor interests could ever reach, and making a massive football based audience get to know the brand, which in Chile, its almost the same as saying that we would make a content than everybody would see.

The idea was to use the figure of Ben Brereton, idolized by Chilean football fans, to introduce the Adidas Terrex brand to the market. Why? Because outdoor sports don't have big audiences, but football does. So we encouraged the football fan base (which here in Chile is pretty much like saying "everyone") to be interested in a content that in reality, dealt with outdoors, with the excuse of showing Ben the country that he never knew (see Ben Brereton's origin story above), so that he would fall in love with it, just like Chileans had already fell in love with him. Of course, geared up in Adidas Terrex, the only way Ben could endure the harsh climate and geography of the chilean landscape.

We developed this Branded Content in the form of a travel show, the first original local production of HBO Max, in a mini series of 4 episodes, 30 minutes each, in which he visited Santiago, Valparaíso, the Atacama Desert, Pucón and the chilean Patagonia.

Open for all Latam.

Filmed by "Blackstar content", for Max, aired on November 2nd.

We reached number 3 of the local top 10 in Max

*Position we held for 3 weeks

Campaign with a positive sentiment of 96%

Earned media:

Total notes 181

15,784.242 million potential impressions

$96.332.918 million in return

We raised the brand awareness rate to 86%

With a purchase consideration of nearly 80% among those who recall it