Our client, The League Against Cancer, came to us with a problem, last years lockdown put them almost on bankruptcy. They needed exposure and everyone to talk about their National Fundraising which was going to be fully digital since they can't go out to the streets. We realized a similarity, there are many LEAGUES in the world with a lot of attention, The champions League, the NFL, the MLB, the Premiere League as well as many others, and we are also a League... the League Against Cancer. So, we did what happens in any league, we convinced a famous football player to place a story claiming that he was about to change to a new LEAGUE in Perú. After the media talked about it, he told everyone that he was going to play for the LEAGUE Against Cancer. Influencers joined, made their teams and got volunteers as well as donations as a way to play here. Making us a trending topic, inviting everyone to join the league and achieving outstanding results with just one story.
One story got over 6 Billion Impressions
One Story Triple our donations (+330%)
One Story got a historic record of volunteers (+427%)
One Story made The League Against Cancer, the trending League in the country.
Client: League Against Cancer
Agency: VMLY&R
Role: Creative Copywriter
Case Study
This is the story that started the whole thing. "We are ready, a new league soon". Carrillo placed this in his instagram account.
Minutes after the story was posted, the world went crazy, every newspaper and sports talk show started talking and speculating about which LEAGUE is Carrillo going. Even ESPN and SportsCenter talked about Carrillo, some newspapers get ahead and talked about him going to Spain or England.
24 hours later, Carrillo told the world in a press conference and with a video in his Instagram that the LEAGUE he was going to play at was the LEAGUE AGAINST CANCER. Because this is the league where everybody should play, and this is the league that should be the center of the conversation in every news paper and channel. He invited people to join the league and made their own teams. He was the first player signed in The league Against Cancer.
Again, the media went crazy and talked about the new signing of Carrillo.
Over 400 influencers joined the league and invited more volunteers..
Even the Peruvian government joined the league with every Peruvian embassy in the world.
Awards:
Shortlist / Cannes Lions 2022. PR
Shortlist / Cannes Lions 2022. Health & Wellness
Shortlist / The One Show 2022. Creative Effectiveness
Bronze / Ojo de Iberoamerica 2022. Creative Effectiveness
Silver / FIAP 2022. Production
Bronze / FIAP 2022. Formats
Shortlist / FIAP 2022. Anuncios
Shortlist / FIAP 2022. Formats
Gold / PR Week Global Awards 2022. Best Campaign Latam
Shortlist / New York Festivals 2022. G11
Gold / Sabre Awards 2022. Digital Campaign
Shortlist / Sabre Awards 2022. Best of the Show
Gold / AdForum PHNX Awards 2022.
Crystal / Mad Stars 2022. PR Not for profit
Shortlist / Mad Stars 2022. PR Practices & Specialism
Bronze / Mad Stars 2022. Healthcare
Shortlist / Mad Stars 2022. Diverse Insight
Shortlist / Mad Stars 2022. Social & Influencer
Silver / Muse Awards 2022. Social
Gold / Nyx Marcom Awards 2022. Pro Bono
Silver / Effie Awards 2022. Influencer Marketing
Gold / Effie Awards 2022. NGO Social Good
Best Interactive Ad / Best Ads on Tv 2021
Shortlist / Ideas Awards 2021. PR, Not for Profit
Shortlist / Ideas Awards 2021. PR, Social Media