Chivas is the most iconic soccer team in México but they were having a rough year. We were charged with launching a new gala jersey to disgruntled fans. So rather than upset them with a tone-deaf ad campaign, we decided to "leak" the jersey online, creating the first digital jersey launch ever.
With limited time and budget, we created 11 teaser videos in-house, one for each championship title, paired with an audioscape of actual cheers recorded at Chivas Stadium. On launch day, we leaked one video every hour. Soon, sports blogs were reposting them everywhere, building expectation for the big reveal.
We then dropped a traditional print ad campaign, under the guise of an “early release” due to the jersey “leaking.”
The Chivas gala jersey set a new record as the top-selling jersey in adidas stores. The videos received 1.5 million hits in two days.
CDs: Carmen Love + Rodrigo Huerta