Cris-Sal: unlucky sponsor
- Brand
- Cris-Sal
- Country
- Argentina
- Agency
- ParadaisDDB
- Features
- 1
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.
The agency in charge was Paradais DDB Ecuador and took place in Latin American capital cities of Argentina, Brazil, Chile, Colombia, Peru and Uruguay.
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.
Cris-Sal reached the intended targeting with a total campaign impact over 4.5 million people in the cities and at the time that the Ecuadorian team participated in the Qatar 2022 qualifiers.
Cris-Sal: unlucky sponsor
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