Barcelona Football Club.
F.C. Barcelona wanted to address the issue of hunger in Catalunya by harnessing the engagement and passion of football fans.
How we helped:
We proposed and created a joint venture between the Barcelona Football Club Foundation and the Fundacion Banc dels Aliments (Food Bank). The creative and communication concept was based on the idea of “betting for food”. Capitalising on the tradition of betting on football matches’ results to have fans bet against hunger. We set up an online betting game, similar to existing betting platforms, that accepted food instead of cash (i.e.: “I bet 2 packets of rice and a bottle of olive oil that Barça will beat Real Madrid 3-1″). The campaign generated huge media coverage and raised, in one month, 240,000 kilos of food that were donated to the local food bank.