ZigZag
Uber
Issue 50 | March 2019
Agency
Shackleton
Creative Team
Creative team: Juan Nonzioli, Miguel Aliena, Guillermo Ipas
Production Team
Production team: Manuela Zamora, Cristina Cortizas, Paco Carpio, Timoteo Martín, Ioana Ilcus, Lucía García, Marina Ferrando Graphic studio: Jesús Cáceres, Pablo Hurtado PR and Social Media: Elvis Santos, Alberto González, Javier Tejero, Sara Choya, Cova Cebrián and Auxi Gutiérrez Events: Marta García Viudes and Rafael García Picture and sound: We Work
Other Credits
Advertiser team: Ricardo Pabón, Iván Otero, Emanuel Canoilas Account team: Gonzalo Fernández de Córdoba, Juanma Salguero, Jone Coca, Paula Pedruelo
Date
December 2018
Background
Objective: Raise awareness about the risk of drinking and driving and remind people that there are mobility alternatives for getting around safely.
Idea
Action: A pitch invasion as never seen before in football, where the halfway line on the field at the Benito Villamarín stadium was tampered with to create a completely zigzagged shape. Artificial grass was installed on the playing field, so that while one layer covered the real halfway line, the other drew a new line that took on a zig-zag form.
Results
Over 1,000 mentions were received on social media before, during and after the action, complemented by several other images, (mostly selfies) and videos that contributed, alongside the reviews and reports from sports journalists who witnessed the action, to significantly amplify reach, impacting on 50 million people. The action even got picked up on national TV broadcasts (Antena 3 and TV3 news), made the front page on the main digital sports portals (like AS and Marca) and got ample coverage on many more regional media outlets. The campaign also enjoyed significant media impact in the rest of the world, with coverage in the Argentinian newspaper Olé and in the Brazilian Portaldia, among others.