Danone Nations Cup
DNC World Final
Surprising the Spanish representatives with a training session with Carles Puyol
The starting point
Every year since 2000, Danone has organized the Danone Nations Cup, a soccer tournament for children between the ages of 10 and 12. It has grown to be the biggest soccer competition in the world, a highly respected event with the endorsement of FIFA. Annually, more than 2 million kids from around the world compete to grab a spot on the DNC World Final.
Danone wanted to share with the whole world how magical the DNC World Final is, an event in which hundreds of kids from diverse backgrounds and cultures gather to share their passion for soccer and to fulfill their dream of being in a World Cup.
what we did
- + Negotiation and partnership with Carles Puyol
- + Content plan
- + Content generation
- + PR campaign
- + Athlete management
- + Social Media campaign
- + Brand experience design
Creating notoriety and awareness about the DNC World Final, going beyond results to show the championship’s most humane side, since transmitting the positive values of soccer has always been the tournament’s priority.
We had no projects to work on, we had to remain home, and we had no clear vision of our future as a company. But we just could not stand still.
We teamed up with Carles Puyol, former F. C. Barcelona player, a worldwide known soccer legend to be an ambassador for the tournament while reinforcing the objective of transmitting soccer’s values.
The girls and boys’ teams representing Spain: Valencia FC and Atlético de Madrid, were already in New York City a couple days before the DNC World Final. We played for them an encouraging and emotional video with family members and Carles Puyol wishing them the best. Once the video was over, and they resumed training, Carles Puyol joined the game surprising the kids and gave them an inspirational speech before the matches.
And so, we did.
Creating new communication excuses beyond soccer allowed us to show the more human side of the competition. We created an activation plan surrounding Carles Puyol, based on content generation and an amplification strategy through his participation in brand experiences.
The content plan was defined by the real experiences of the hundreds of kids participating, and it nurtured both traditional and social media through the brand, ambassadors, Atlético de Madrid and Valencia FC’s channels.