Panama´s most important monuments met the sunrise sporting the national soccer team jersey.
Russia 2018 is a soccer world cup that holds great meaning to Panama, since it’s the first time in history that we take part in such a prestigious event. Therefore, it was expected that on the day of Panama’s debut, every Panamanian would leave their homes dressed with the national soccer team jersey, no matter where we were headed.
But we were forgetting about those Panamanians that fought so that we can wear the jersey that represents us as a country. That is where the idea arose from the agency Independiente Panama together with TVmax, one of the sports channels of the country, to dress our statues and busts of our forefathers and martyrs of the main monuments in Panama in our national team’s soccer jerseys.
This bold deed was carried out while everyone was asleep, so that when people saw it in the morning they immediately shared it on their social media. In a matter of hours, it went viral, even being covered by the most important news shows in the country; celebrity, and national interest programs and shows.
This event continued in the news during the entire day in radio and television sports, celebrity and news shows throughout the country.
The following day the authors behind this idea were revealed, getting all of the television, radio and digital media channels to talk about the event without TVMax having to invest a single penny, but achieving the media attention earned by these actions.
The most important thing, however, was that we got the Panamanian people to become even more excited by seeing the heroes that forged their country supporting the warriors that made their debut at the 2018 Russian World Cup.
This professional campaign titled 'Historical Jersey' was published in Panama in July, 2018. It was created for the brand: TVMax, by ad agency: Independiente. This Ambient medium campaign is related to the Media industry and contains 1 media asset. It was submitted over 5 years ago.
Advertising Agency: Independiente, Panama
Creative Directors: Jonathan Lasso, Dennis de Ycaza
Art Director: Luis Alvarado
Additional Credits: Demencia Film
Client: Mario Leone