Challenge

With the Copa Libertadores final between Fluminense (Brazil) and Boca Juniors (Argentina) approaching, tensions were at an all-time high due to the fierce rivalry between the two fan bases. The challenge was to find a way to defuse the hostility and unite the soccer community, offering a message of peace and understanding in the midst of such intense competition.

Idea

In just 48 hours, we uncovered and shared the story of Pablo Cardozo, an Argentine Boca Juniors fan who had been living for over 15 years as the guardian of the Christ the Redeemer statue in Rio, a beloved symbol for Fluminense fans. This remarkable connection between two rival nations helped to remind fans that soccer is more than just competition—it's a force that can transcend rivalries and bring people together.

Results

The story gained immediate traction and helped calm tensions ahead of the final, allowing Mercado Libre to engage with soccer fans by promoting unity. The campaign successfully shifted the narrative from rivalry to mutual respect, reinforcing the idea that soccer can foster peace and understanding. The campaign resonated deeply with fans, showing how powerful storytelling can bridge divides and promote harmony.