Yurievi Ledesma

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Yurievi Ledesma

Yurievi Ledesma Yurievi Ledesma Yurievi Ledesma
  • Inicio
  • Case Studies
  • Illustration
  • NFTs
  • Bio
  • Contact

Sin Frio - Futbol Brand POV

The Road to World Cup began "Sin frio".

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.

A local take on playing free and sin frio...

Hyper-local POV.

The portrayal of life of a futbol obsessed teen

in Mexico City

The Streets are were the starts are born.

They reflect the way futbol is actually played and 

the skills that someone needs to be sucessful.

A Look Beyond Futbol.

Futbol mixed with raw mexican culture give.

A glimpse of reality.

Girls also know how to play "Sin Frio".

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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