WWF ITALIA - "TH3 EXT1NTION NUMB3RS"

Accenture Song Milan, Italy

Awards

328

Brand: WWF ITALIA
Country: Italy

Advertiser: WWF ITALIA ETS

Title	TH3 EXT1NTION NUMB3RS
Brief	On April 22, 2024, Earth Day coincided with the Milan-Inter football match, a highly anticipated event in Italy. Here was the challenge: how can we get Italians talking about environment when all eyes are on the game?We took advantage of the buzz surrounding the football match, to engage Italians in a global conversation about environmental issues without detracting from the excitement of the derby. Teaming up with Inter FC, we launched "Th3 Ext1nction Numb3rs". With this initiative, we paired alarming climate crisis stats with players’ numbers to create special jerseys that Inter wore during the game.By integrating this information into the match, we turned derby talk into environmental talk on news channels, newspapers and social media. At the same time, we introduced WWF to a new audience: football fans.With Inter winning, the players’ jerseys were auctioned on eBay to support WWF. They will also appear in the upcoming Inter movie, forever linking this football milestone to sustainability.
Agency	Accenture Song
Campaign	TH3 EXT1NTION NUMB3RS
Advertiser	WWF ITALIA ETS
Brand	WWF ITALIA
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Case Study
Length	108 seconds
Chief Creative Officer	D...de Bo....ci Subscribers Only
Executive Creative Director	M...eo Gr....se Subscribers Only
Executive Creative Director	Al.....dro C....to Subscribers Only
Copywriter	Fr.....ca P....co Subscribers Only
Art Director	Fr.....ca Bu....ni Subscribers Only
Copywriter	Ri....do B...a Subscribers Only
Art Director	L....zo C...i Subscribers Only
Brand Strategy Manager	S..a Ma.....to Subscribers Only
Head of Production	Al.....dro B...io Subscribers Only
Producer	Ca....na La.....tti Subscribers Only