Description
Football icon Lionel Messi launches ‘The 1v1 World Crown’ - a global 1v1 football tournament that marks the cultural debut of his new performance hydration brand, Más+ by Messi.
The experiential campaign is a global call-to-compete in a 1v1 football tournament backed by the GOAT himself, Messi. Kicking off in August, ‘The 1v1 World Crown’ will activate live qualifiers in Los Angeles on 2nd August, followed by Toronto on 16th, London on the 23rd, Dublin on the 6th September and culminating in a final in Miami on 19th September. At each event, self proclaimed local ‘ballers’ can sign up for a shot at global recognition, with the final judged by Messi himself.
‘The 1v1 World Crown’ is the first global campaign for Más+ by Messi and a bold step away from traditional product endorsement. At the centre of the campaign is a hero social film featuring Messi not as just an endorser, but as the gatekeeper of a new world where the next generation of greatness can rise through 1v1.
This professional campaign titled 'The 1v1 World Crown' was published in Canada, United Kingdom, and United States in July, 2025. It was created for the brand: Más+ by Messi, by ad agencies: Bernadette, Girl&Bear, and VCCP. This Content, Digital, and Integrated media campaign is related to the Drinks (Non Alcoholic) and Sports industries and contains 1 media asset. It was submitted 4 months ago.
Credits
CAMPAIGN TITLE: The Más+ by Messi ‘1v1 World Crown’
CLIENT: Mark Anthony Group
CHIEF MARKETING OFFICER: Jeremy Kanter
VICE PRESIDENT: Sophie Van Ettinger
GLOBAL HEAD OF BRAND FAME: Dan Cunningham
SENIOR DIRECTOR, GLOBAL PARTNERSHIPS: Andy Hawkswell
GLOBAL DIGITAL CONTENT MANAGER: Laura Cassidy
BRAND CONSULTANT: Alex Glynn
SENIOR GLOBAL MEDIA MANAGER: Louise Murphy
GLOBAL MEDIA AND INFLUENCER SPECIALIST: Leah Butler
DIGITAL PRODUCT & PLAYBOOK MANAGER: David McDonnell
CONSULTANT: Steve Arkley
ADVERTISING AGENCY: VCCP
Global Chief Creative Officer: Darren Bailes
CREATIVE DIRECTORS: Darren Groucutt & Jim Capp
COPYWRITER AND ART DIRECTOR: Tom Cauvain and Nathan Holley
INTERNATIONAL MANAGING DIRECTOR: Philip Higham
PROJECT LEAD: Thom Gilbrook
BUSINESS DIRECTOR: Kan Ng
SENIOR ACCOUNT DIRECTOR: Victoria Norrington
PLANNING DIRECTORS: Cami Toro & Mick Valentine
RETAIL AND EXPERIENCE PLANNER: Luke Rigg
MEDIA BUYING AGENCIES
US: Dysrupt
UK: The Kite Factory
CANADA: UM
IRELAND: Circulate
PRODUCTION AGENCY: Girl&Bear
INTEGRATED PROJECT DIRECTOR: Emma Dubrey
SENIOR CREATIVE PRODUCER AND GLOBAL PROJECT MANAGER: Annabel Jewers
SENIOR CREATIVE PRODUCER: Harriet Murphy
SENIOR DESIGN DIRECTOR: Phil Tee
SENIOR DESIGNER: Tomas Paichl
3D DESIGNER: Olivier Beaugrand
PRODUCTION COMPANY: 525 Rosario
DIRECTOR: Nick Johansson
EXECUTIVE PRODUCER: Cat Restrepo
PRODUCER: Matt Day
POST-PRODUCTION COMPANY: Girl&Bear
POST PRODUCERS: Elliot Watson & Noah Thompson
AUDIO POST-PRODUCTION COMPANY: We Are Audio
DIGITAL EXPERIENCE AGENCY: Bernadette
ACCOUNT DIRECTOR: Harry Fleet
PROJECT DIRECTOR: Dani Hammersley
CREATIVE DIRECTOR: Matt Brady
DESIGNERS: James Ring & Dani Kim
COPYWRITER: Alexander Skeith
PHOTOGRAPHER: Julio Carlos
PR: VCCP
SOCIAL: VCCP
