ParadaisDDB · Cris-Sal · Argentina
Cris-Sal: unlucky sponsor
Cris-Sal was recognized with 5 mentions at the Effie Awards in Ecuador 2022 on October 13 for the "Unlucky Sponsor" campaign in which Taggify was part.
In a major massive programmatic DOOH campaign, Cris-Sal used the popular belief that salt is associated with “bad luck” to sponsor Ecuadorian soccer team opponents. The creativity of the award-winning idea found a way to use superstition in a funny and creative way in its favor. Following the beliefs, Ecuador not only won for the first time as a visitor against Chile and triumph after 5 years against Uruguay, but also managed to qualify for the next World Cup in Qatar.