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Hernan Damilano
Hernan Damilano
Creative Director at Hoy.Bue
Buenos Aires, Argentinien
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TitelShield against cancer
Agentur
Kampagne Shield against cancer
Werbende FUCA/Racing/Martinez/KAPPA
Marke FUCA/Racing/Martinez/KAPPA
Datum der ersten Ausstrahlung/Veröffentlichung 2023 / 1
Geschäftsbereich Gemeinnützige Organisationen
Story We have spent 4 weeks modifying the logo of one of the most important soccer clubs in Argentina, Racing Club. It´s modified shield has been published in their social media contents, profile pictures and even press around the world. Racing´s shield presented a slight bulge that went unnoticed in the first days, as it usually happens with testicular cancer. As the days went by, the bulge in the logo grew larger, until the first wake-up call appeared. We let the conversation grow, until the fourth week when Juan Ramón Fleita, Racing idol and cancer survivor, revealed the mistery behind the bulge and explained that it was an awareness campaign about testicular cancer. In terms of results, after 25 days of campaign and 456 edited photos in real time during the course of 6 games, we reached +72 million organic users, +4 million social media interactions and a huge media coverage in Argentina and around the world; but most important, we increased testicular cancer mentions in our country by +594%.
Medientyp Case Study
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EVP Executive Creative Director
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