| Title | Shield against cancer |
| Agency | HOY by Havas |
| Campaign | Shield against cancer |
| Advertiser | FUCA/Racing/Martinez/KAPPA |
| Brand | FUCA/Racing/Martinez/KAPPA |
| Date of First Broadcast/Publication | 2023 / 1 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | We have spent 4 weeks modifying the logo of one of the most important soccer clubs in Argentina, Racing Club. It´s modified shield has been published in their social media contents, profile pictures and even press around the world. Racing´s shield presented a slight bulge that went unnoticed in the first days, as it usually happens with testicular cancer. As the days went by, the bulge in the logo grew larger, until the first wake-up call appeared. We let the conversation grow, until the fourth week when Juan Ramón Fleita, Racing idol and cancer survivor, revealed the mistery behind the bulge and explained that it was an awareness campaign about testicular cancer. In terms of results, after 25 days of campaign and 456 edited photos in real time during the course of 6 games, we reached +72 million organic users, +4 million social media interactions and a huge media coverage in Argentina and around the world; but most important, we increased testicular cancer mentions in our country by +594%. |
| Media Type | Case Study |
| Length | |
| EVP Executive Creative Director | María Lujan Donaire |
| Creative Director | Santiago Ledesma |
| Creative Director | Damian Palopoli |
| Creative Team | Lola Manzur |
| Production Coordinator | Marcelo Vega |
| Music | Machete Música |
| Chief Operating Officer (COO) | Elina Mendez |
| Innovation | Hernan Damilano |
| Art Director | Charlie Meza |
| Copywriter | Kike Raboy |
| Account Supervisor | Noelia Monte |
| Strategy Director | Rodrigo Foussats |
| Data Analyst | Guadalupe Solar |
| Production Company | HOY by Havas |
| Director | Hernan Damilano |
| Editor | Adrián Fernández |
| Music Producer | Santiago Vardé |
| Sound Designer | Ignacio Guidobono |
| Sound Designer | Santiago Vardé |
| Voice | Francisco Paz |
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