Cancel the World Cup for Fundación Cardiológica Argentina

Press conference from Cayetano on World Heart Day, 2022

Real-time responses showing the ECG of Argentina created with AI

Real-time responses showing the ECG of Argentina created with AI


#CancelenElMundial started with one tweet from one of the leading sports analysts in Argentina, Nicolás Cayetano, to his +280,000 followers on Twitter. He suggested canceling the World Cup to prevent heart attacks.Argentina is the country that gave Maradona and Messi to the world, so the response from celebrities, personalities, and the common folk was overwhelmingly heated. Everyone wondered if
Cayetano had gone crazy, and they were not shy about letting him know.

We created a database of language and signs of stress in the messages. Then we asked our proprietary algorithm to find the tweets with the most infuriated comments. Finally, our bot responded to them with a message inviting them to check their heart rate and take preventive measures.

Using social listening and a proprietary algorithm, our team gathered real-time data from users to visualize the “heartbeat” of the country during every game. As a result, we generated up-to-the-minute ECGs reflecting the heart health of Argentina EVERY match.
Doctors from the FCA reviewed the ECG and diagnosed the country with tachycardia after the loss against Saudi Arabia and again in the championship game against France.

This professional campaign titled 'Cancel the World Cup' was published in Argentina in September, 2022. It was created for the brand: Fundación Cardiológica Argentina, by ad agencies: BeautifulBeast, Latina Studio, and MDS Digital. This Digital medium campaign is related to the Health and Public Interest industries and contains 4 media assets. It was submitted about 1 year ago by CEO, Creative Chairman: Aldo Quevedo of BeautifulBeast.


Advertising Agency: BeautifulBeast, Dallas, USA
Production Company: Roommate, Buenos Aires, Argentina
Design Company: Latina Studio, Bogotá, Colombia
Digital Agency: MDS Digital, Los Angeles
Chief Creative Officer: Flor Leibaschoff
Chief Digital Officer: Mauricio Del Castillo
Chief Brand Officer: Salma Gottfried
Creative Director: Diego D
Copywriter: Damian I
Editor: Diego Panichi
Art Director: Sofia Tamara Correa
Lead Developer MDS: Juan Carlos Pulido
Lead Data Analyst MDS: Fernando Torres
Creative Technologist MDS: Lucas Cardona
Music: Fábrica de Canciones, Buenos Aires


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