Your soccer team’s jersey if full of words. The words you shout out in the sweetest victories and the words that comfort you in the bitterest defeats. An insight born out of #YoHagoalAmérica (#IMaketheAmerica team [one of Mexico’s major soccer teams]), the concept JWT Mexico developed for Nike and the America Club in its latest campaign, included fans sewing the club’s new jersey through its words: every tweet and every comment became a stitch.
The challenge was huge: present introduce the new Club America jersey from an innovative perspective. This was the first time a soccer team included a digital event on its jersey, making all club fans feel like part of their team, as they never had before.
Over 15,000 fans left their stitches on www.yohagoalamerica.com and witnessed their passion being sewn into the new America jersey. Part of the experience allowed the fans who contributed their stitch chose to be one of the five people who were able to physically attend the first digital presentation of a shirt.
According to the campaign strategy, the new jersey would be released only when all of the fans had finished sewing the 11 shirts for the starting America team players, which happened last Monday, July 16th. The site instantly became the first digital presentation for a jersey through an experience that allowed users to become the lead players and travel to the Azteca stadium with the America players to get their first glimpse of the new jersey. The digital journey ended with a press conference on the day of the release, where all users played a role as journalists and asked the players everything they had always wanted to know about them.
The team involved in creating the campaign was formed by Enrique Codesido and Daniel Granatta, executive creative directors in the creative division; Nicko Nogués and Eduardo Salles as creative directors; Ademir Márquez, business director; Christian Ayala, account supervisor, Chacho Verni, producer; Christian Canibe, art director and writer Leticia Arreola.
Executive Creative Directors: Enrique Codesido & Daniel Granatta Creative Director: Nicko Nogués & Eduardo Salles
Business Director: Ademir Márquez
Account Supervisor: Christian Ayala
Producer: Chacho Verni
Digital Producer: Alfonso Guerrero
Art Directors: Christian Cañibe, Jorge George, Lizzet Rodríguez, Víctor Mendoza & Edgar de La Cruz
Copywriters: Leticia Arreola & Ricardo Celaya
Production: Santos Film
Web Developers: Interalia