The Auction

Agency Network: 
May 2018


We turned a Serie A football match into the greatest live auction ever. Every fan could place an offer and land one of the 11 jerseys that Udinese champions were playing with. They were formerly 11 fans' jerseys on sale online for a few euros. To raise their value Dacia collected the shirts and, as sponsor of Udinese, let the players wear them. For the first time in history a team played with 11 different jerseys, making Udinese-Lazio a once-in-a-lifetime match. This way the jerseys instantly became collector's items and we put them on auction in real time on digital platforms. The auction starred an exceptional auctioneer: italian football's legend Ciro Ferrara, who was on the field behind his pulpit. The jerseys' value increased by more than 1000% and the proceeds helped the shirts' owners to fund their projects. Because Dacia always gives people more than they expect.

Direct advertisement created by Publicis, Italy for Dacia, within the category: Automotive.

Advertising Agency: Publicis, Milan, Italy
Global Chief Creative Officer / Publicis WW, Chief Executive Officer / Publicis Italy: Bruno Bertelli
Chief Creative Officer Publicis: Cristiana Boccassini / Italy
Creative Director: Francesco Martini
Digital Creative Directors: Michele Picci, Massimo Guerci
Art Director: Andrea Raia
Copywriter: Matteo Gatto
Strategic Planner: Mattia Bellomo
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