Botafogo, Grand Cristal de la Sports Marketing Academy 2014

Comme je vous l’annonçais récemment, le Cristal Festival, l’un des plus grands festivals de publicité, se tient en ce moment à Courchevel. Sportsmarketing.fr, partenaire média de l’événement, était donc sur place et membre de la Sports Marketing Academy, en charge de délibérer et choisir le Grand Cristal de la Sports Marketing Academy, l’autre Grand Cristal de la catégorie.

La shortlist ayant été dévoilée la veille au soir par l’organisation, nous nous sommes donc réunis avec les membres de l’Academy et le président du jury, Lucien Boyer, CEO du réseau Havas Sports & Entertainment, pour passer en revue les 11 campagnes ayant reçu un Cristal (Gold) pour sélectionner le Grand Cristal de la Sports Marketing Academy.

Les 11 Cristal (Gold) de cette première année de la catégorie Sports Marketing étaient donc :

  • Sochi 2014 et ses Live Infographics
  • #allin or nothing, la campagne d’adidas pour la Coupe du Monde FIFA
  • The World’s Cup, le Trophy Tour by Coca-Cola
  • The Inverted Jersey de Botafogo de Futebol e Regatas
  • Brahma Seleçao Especial d’Anheuser-Busch
  • #ThePretender, Chronicles of a season with Romain Grosjean
  • FryFutbol de McDonald’s
  • Le partenariat HTC avec l’UEFA Champions League et l’UEFA Europa League
  • La campagne NIVEA MEN avec le Paris Saint-Germain
  • Sports Matter, la campagne de DICK’S Sporting Goods.

Alors que le jury a décidé de donner le Grand Cristal à adidas pour sa campagne #allin or nothing, valorisant notamment la planification en amont et la justesse de l’exécution durant la Coupe du Monde, la Sports Marketing Academy a décidé quasi à l’unanimité de récompenser la campagne « The Inverted Jersey » du club de football de Botafogo.

La campagne avait pour objectif de sensibiliser le public de Botafago et le public brésilien au racisme toujours présent dans le football moderne et c’est grâce à une idée maligne, simple mais diablement efficace que Botafogo a réussi à remporter ce Grand Cristal, démontrant la vitalité du milieu publicitaire et créatif Brésilien après le gain en juin dernier du Grand Prix Promo & Activation par le Sport Club de Recife pour sa campagne « Immortal Fans ».

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L’intégralité des prix est disponible en cliquant sur ce lien. Félicitations une fois de plus à adidas et sa campagne #allin or nothing qui remporte le Grand Cristal de la catégorie Sports Marketing


Sports Marketing_1114-10 by cristalfestival

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