In the road to World Cup 2018, the Nike brand launched Sin frio with the objective to inspire Mexicans to adopt, embrace and play with this mindset through a hyper local campaign that was rooted 100% in the small sided scene and fully charged with local insights that created a deep connection with Mexican teenage audience.
The portrayal of life of a futbol obsessed teen
in Mexico City
They reflect the way futbol is actually played and
the skills that someone needs to be sucessful.
Futbol mixed with raw mexican culture give.
A glimpse of reality.
Because girls also play futbol, they were essential component
of our narrative.
Still imagery played a key role in extending our narrative in social, we created some beautiful shots.
We managed to portray a realistic amnbience to the imagery and feels relatable were kids actually go a play.
The purpose was to encourage the audience to go and play futbol, to go to your nearest pitch and play sin frio.
The media buy revolved around the digital distribution of the video piece and got solid KPI´s.
We gave the content to our top Mexican athletes and they helped us leverage the content on the our social channels.
We created some bite size content with different narratives and asked influencers to share them organically.
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