Be That Fan
P&G at Walmart: Copa América 2016
While they're loyal to their team, U.S. hispanic millennial males aren't exactly brand loyal. Leveraging P&G's sponsorship of the 2016 Copa América tournament was our way of making a connection with them before they made it to shelf.
Press "B" Video
Not all fans are the same. Some paint their faces and scream from the stands while others toss on a jersey and turn on the TV. We created two videos that played in parallel, one showing the "fan," one showing the "man." As the shoppable videos played, viewers could press "B" on their keyboard to switch between storylines.
At Walmart stores across the country, retailtainment events with games, a photo op with the official Copa América trophy, and even appearances by international soccer star Giovani dos Santos exposed shoppers to the program and brands.