Campaign details

Brand: Dacia
Brand owner: Renault
Lead agency: OMD Italy, Publicis Italy
Contributing agencies: Filmmaster Productions, Mandala Creative Productions
Country: Italy
Industries: Automakers & marques
Media channels: Online video, Social media, Sponsorship - sports, Websites & microsites
Budget: Up to 500k

Executive summary

For the first time in the history of football, Udinese played a Serie A match with 11 different jerseys that came from their supporters. The news spread all around the world making Udinese–Lazio one of the most-followed sports events of the year.

The match became a live auction that involved millions of people who were following the game: everybody could place an offer and land one of those 11 historic jerseys. All the proceeds went to the shirts' owners and helped them to fund their projects.

Market background and context