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