Thu, 17 May 2018 11:20:05 GMT
Almost a year ago, the leading home appliances brand Beko committed to raise awareness surrounding a huge global concern: childhood obesity.
By working closely with FC Barcelona, the “Eat Like a Pro” initiative reached the whole world.
The idea, born at McCann Barcelona, aims to help millions of children around the globe change their view on healthy eating, realising and understanding that their heroes eat in a very healthy way.
Making the most of the FC Barcelona - Real Madrid football match, El Clásico, which took place a few days ago, McCann Barcelona developed a stunt that gave the campaign even a bigger boost.
On April 30th, Beko launched a challenge on social media, inviting people to share their “healthy” moments with the hashtag #EatLikeAPro.
For every hashtag posted online, Beko would donate €1 to UNICEF, aiming to reach the astonishing amount of €1,000,000. This donation aims to help NGO programs to change youngsters eating habits in Latin America.
The ambitious goal was accomplished in only 11 days thanks to the unbelievable support on social media. FC Barcelona players, former players, sportsmen and sportswomen from all around the world joined the initiative, turning it into a global trend.
And when everybody thought this campaign could not be any better, more than 650 million people watched El Clásico live, witnessing an amazing stunt that boosted the conversation, whilst making the number of hashtags hit the roof…
On the FC Barcelona sleeve, where people usually see a Beko logo, there was a #EatLikeAPro logo that took its place.
The logo replacement revealed Beko was giving away its most valuable space to the cause; ensuring the awareness and reach of the initiative surpassed all expectations.view more - Creative
Media Agency: McCANN Istanbul
Social Paid Strategy: Emre Candan
Creative Agency: McCann Worldgroup Spain
Copywriter: Nil Murtra
Art Director: Tomás Gutiérrez, Alejandro García Ruiz
Executive Creative Director: Marta Llucià
Strategist: Dani Kohen
Chief Creative Officer: Federico Stöltzing
Group Account Directors: Magdalena Millón, Sandra Mateos
Digital Creative Director: Carlos J. Navarro, Antonio De Dios