| Titulo | Shield against cancer |
| Agência | HOY by Havas |
| Campanha | Shield against cancer |
| Anunciante | FUCA/Racing/Martinez/KAPPA |
| Marca | FUCA/Racing/Martinez/KAPPA |
| Data da primeira Transmissão/Publicação | 2023 / 1 |
| Sector Empresarial | Instituições, organizações não governamentais |
| História | 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%. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| EVP Executive Creative Director | María Lujan Donaire |
| Director criativo | Santiago Ledesma |
| Director criativo | Damian Palopoli |
| Equipa criativa | Lola Manzur |
| Production Coordinator | Marcelo Vega |
| Música | Machete Música |
| Chief Operating Officer (COO) | Elina Mendez |
| Innovation | Hernan Damilano |
| Director de arte | Charlie Meza |
| Redator | Kike Raboy |
| Supervisor de conta | Noelia Monte |
| Diretor de Estratégia | Rodrigo Foussats |
| Data Analyst | Guadalupe Solar |
| Produtora | HOY by Havas |
| Realizador | Hernan Damilano |
| Editor | Adrián Fernández |
| Music Producer | Santiago Vardé |
| Sound Designer | Ignacio Guidobono |
| Sound Designer | Santiago Vardé |
| Voz | Francisco Paz |
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