2018 was a big year for football. Russia 2018 World Cup took place during the months of July and August. Colombian retailer LA 14, saw this as an opportunity knowing that more than 50% of the country would watch the event. We decided to partner with football star and ex-captain of the national team Mario Yepes and with top brands Hisense, Margarita (Frito Lay), Postobón, Harinera del Valle, Dole and Del Monte to bring an exciting campaign. The now retired player is remembered throughout the country for his leadership and charisma, so we took advantage of that positive image by creating the Being a Captain campaign.
We developed a TTL campaign full of color and passion with billboards, bus stops, press ads, free press, radio, social media, PPC ads, and in-store experiences. For the pre-campaign, we made illustrations of Colombian football players, three radio ads, newspapers ads and social media 7 days before the start of the campaign to encourage people to get ready for the action. Specific messages were created around words with the C letter to reinforce the association with the C bracelet from captain.
Client: Supermercados LA 14 Colombia
Agency: Huella Creativa
Creative Director: Mauricio Aragón
Illustrator: Julián Vargas
3D Designer: Julián Valencia
Graphic Designers: Ana Gómez, Edwin Rodriguez, Stephany Santanilla, Jessica Vera
Photography: Habo Heuchert
Radio Ad Preliminary Campaign
