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Wing approached the World Cup in an innovative way with the Fan Trainer by P&G
Manuela Walfenzao| 1 de junio de 2015
El Fan Trainer estuvo dándoles consejos a los fanáticos durante todo el mundial
The US Hispanic agency Wing proposed a different strategy for the brand P&G to relate with the audiences during the 2014 World Cup. Instead of focusing on great players, they decided to support Latin American fans with the Fan Trainer and managed to get the brand to stand out from other brands.The Fan Trainer, interpreted by the actor Derbez, began as a campaign on social media, with videos in which the trainer gave advice and support to the different fans with P&G products so they would do their best supporting their teams. The videos loaded with humor went viral and soon the Fan Trainer was giving talks, press conferences and travelling around Latin America. The campaign reached 56 million views in the first month and had great exposure in all the social networks. Now the idea is competing in the 2015 Cannes Lions International Advertising Festival.The team that developed this effort was: Favio Ucedo, CCO at Wing; Facundo Paglia, Associate Creative Director and Writer; Marc Durán and Fernando Fryd, writers; Martín de Ferrari, Alejandro Ramírez and Anthoni Rodríguez, Art Directores; John Jardine, Associate Account Director; Tania Salter, Executive Producer; Annette Suárez, Producer; Beatriz Ayala, Account Assistant; Mercedes Senior, Associate Account Assitant and Holly Mcgavock, Planning Director. The videos were made with Nunchaku Films and directed by Nicolás Kasakoff and Jonny Perel.Did you like this piece? Share your opinión with #PalpitandoCANNES and follow us in @PRODUPublicidad
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