Client: Degree Men (Unilever)
Agency: Walton Isaacson
Role: ACD/Art
To promote their partnership with the U.S. Soccer Team’s Clint Dempsey at the 2014 World Cup, our team was tasked with creating a digital program that galvanized their community and positioned Degree as the deodorant for athletes and “Doers.”
Since we knew most soccer fans would not be able to attend the World Cup in Brazil, our team found a way to send them their virtually by creating a tifo (huge fan flag) with fan photos.
Fans were invited to upload their photos on the Degree website, which was added to the large mosaic of the U.S. Soccer Team. At any point consumers could zoom in and see their photo and search for other fans on the tifo.
Once the tifo was completed, it made an unprecedented appearance on Good Morning America before heading to Brazil to cheer the team on. This campaign not only engaged their consumers in an organic way around a global sporting event, but garnered major PR impressions for the brand.