Chile va al Mundial
A creative proposal that set out to redefine what “the World Cup” means in Chile. Through a series of capsules starring Las Diablas and a new generation of athletes, we built a story about effort, representation and the future, showing the B side of the athlete and the road behind every qualification.
“Chile was going to a World Cup.”
Overview
In Chile, “the World Cup” seems to have only one meaning. For years the word was culturally captured by football: we don't say “football World Cup”, we simply say the World Cup.
And even though Chile hadn't qualified, 64.8% said they would watch at least one match. But who said we were talking about football? Las Diablas were heading to their second consecutive World Cup.
The challenge was not to explain hockey. It was to make “World Cup” stop meaning just one thing.
Execution
USING THE FOOTBALL CODE
Not competing with football. Borrowing a ritual all of Chile understands to talk about hockey.
We built a story with 100% World Cup codes to trigger an automatic reading: the girl gets ready, puts on red, picks up her stick, and watches the match off camera. It all looks like football… until the reveal.
THE BRAND LIVES BEFORE THE RESULT
Under Armour lives before the result: in preparation, repetition, the tired body and trying again. That's why the brand doesn't show up as a background sponsor, but as a natural part of the effort.
The capsules
Stories from Las Diablas and a new generation of athletes: the road behind every qualification.
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