Messi Celebrates Copa America Victory in the Most Private Place in the World.

BACKGROUND:

On July 10th, Argentina won the Copa America and Lionel Messi celebrated this victory with his teammates, his nation and fans publicly. But when it came to celebrating this grand moment intimately with his family, he chose to use the platform that over 2.5 billion people use every single day to connect with their close ones and message privately—WhatsApp

The always alert Creative X team had to jump in and act on this monumental moment in culture. In a fast turn around, we prepared the creative and simultaneously pitched the idea to our Marketers and Messi’s team, finally getting Leo Messi on board to spread his love for WhatsApp to his 235MM followers.

CREATIVE:

We started by having Messi post a video organically to his social channels, giving millions of his fans the opportunity to relive the moment with him and his family. Naturally, we replied back congratulating Messi on his victory. Together, these quick communications showcase the importance of a safe, secure place to communicate with your inner circle – even while the whole world is watching.

Role: Creative and Creative Direction

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