NO JERSEY IS WORTH A LIFE by Notable Publicidad for Uruguayan Basketball Federation

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NO JERSEY IS WORTH A LIFE

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Uruguay
Agency Notable Publicidad
Creative Director Joaquin Fagetti
Art Director Diego Horta, Juan Pablo Nacrur - Rodrigo Ulloa
Producer Agustina Alegresa
Editor Zelmar Michelini
Released June 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: FUBB (URUGUAYAN BASKETBALL FEDERATION)
Product/Service: BASKETBALL FEDERATION
Agency: NOTABLE PUBLICIDAD
Date of First Appearance: Jun 5 2009 12:00AM
Entrant Company: NOTABLE PUBLICIDAD, Montevideo, URUGUAY
General Creative Director: Diego Lev (Notable Publicidad)
General Creative Director: Pipe Stein (Notable Publicidad)
Creative Director: Joaquin Fagetti (Notable Publicidad)
Art Director: Pablo Rodrigo (Notable Publicidad)
Art Director: Diego Horta (Notable Publicidad)
Production Director: ANDRÉS ANDRADA (Notable Publicidad)
Producer: Agustina Alegresa (Notable Publicidad)
Account Director: Mario Macri (Notable Publicidad)
Production: Matias Ratti (Notable Publicidad)
Editor: Zelmar Michelini (Reel)
Audio Editor: La Mayor (La Mayor)
Media placement: Case Study - Site Of Activation - 05/06/09

Describe the objective of the promotion.

May 8th, 2009, Montevideo, Uruguay. Two teenagers died in the incidents after the match between the teams of de Agosto Basket Club and Nacional Sports Club for the Metropolitan Basketball Trophy. It was the worst case of violence in the Uruguayan sports history. Basketball was suspended in all categories and all across the country. After a month of paralysation, the Uruguayan Basketball Federation decides to resume the Metropolitan Trophy. Basketball could not return as if nothing had happened. The Federation needed to transmit a strong and moving message.

Describe how the promotion developed from concept to implementation
In an act without precedents in the world, in the three courts where the tournament was resumed, each team played with the jersey of their match opponents. Athletic Larre Borges swapped jerseys with Montevideo Basketball Club, Olivol Mundial Club swapped jerseys with Club Sportivo Capitol and Verdirrojo Basketball Club swapped jerseys with Larrañaga Social Club. Fans saw for the first time their team wearing their rival's jersey. Both teams together wearing with their opponents jerseys showed a banner with the action claim: No jersey is worth a life.

Describe the success of the promotion with both client and consumer including some quantifiable results
-73 dollars invested -More than 180 free minutes in TV, 25 during prime time -The newscasts from the 3 main channels covered the action live. -More than 360 free minutes in radio. H-undreds of press releases all throughout the country. -Uncountable web pages covered the event.

Explain why the method of promotion was most relevant to the product or service
The incident had a great repercussion in the community. So must the message of the federation. The Uruguayan Basketball Federation is very poor, that is why we needed to convey the message massively with almost no money. To achieve this, we attacked directly the feelings that cause these sad events. We made our stand. We went to the heart of the problem, we stood in the middle of the court and talked to the fans face to face.