During the 2010 South Africa World Cup, Terra Sport wanted to increase traffic to its website and in order to achieve that we decided to create a very compelling campaign for any Spanish fan. A campaign that led us to win our very first World Cup.
In order to do that we called Julio Cardeñosa, a former player of the Spanish national team, famous for having missed an extremely easy goal during the 1978 Argentina World Cup. A miss that got us eliminated and made him the player with the worst luck in the history of the Spanish national soccer team.
So, with that in mind we sent him to Brazil — the big favorite to win — so that he could spread all his bad luck around: to their fans, their symbols, their stadiums, their coach…everything. And it worked. Brazil was eliminated in the quarterfinals. And after that Julio took care of the remaining adversaries. First Germany and finally the Netherlands. The World Cup was ours.
Cardeñosa’s journey was shown through a series of episodes on the website. The videos become viral content and traffic to Terra Sports page blew up. The success was double: Terra Sports become one of the main news website during the World Cup and, at the same time, made 46 million Spaniards happy.
Cannes Lions: 1 Silver / 1 Bronze / 2 Shortlist
Eurobest: 2 Bronze
El Sol: 1 Silver / 2 Bronze
FIAP: 1 Bronze
CdeC: 1 Merit
El Ojo de Iberoamérica: 1 Bronze