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Forza Canada
Agency Dentsu Creative Italy / Milano + CARAT Italy / Milano + Urban Vision / Milan + Fonzies, Mondelēz International, Inc. / Milan
Category
Social Media Post / Series
Annual ID
OS23_DM088M
About the Work
In April 2022, one news devastated Italians: Italy failed to qualify for the World Cup.
The most passionate and insane football fans in the world had no one to cheer for.
But someone else qualified: Canada, the nation with the fewest football fans in the world.
That’s why Fonzies, Mondelēz’s number one cheese-flavored snack in Italy and sponsor of the Italian national football team, decided to turn teamless Italian supporters into passionate Canadian supporters.
In October 2022, Italian famous sports influencers launched a global call to action on social media to join the “FonziesForCanada” fan club for Italians to support the Canadian national football club.
But being a dedicated fan takes practice. That’s why members found a series of tutorials on Fonzies IG Profile to learn the best Canadian chants, the national anthem and the players’ name pronunciations.
Once ready, they could cheer hard for Canada on social media thanks to “supporting cards” posted on the Fonzies IG profile and thanks to the official “Forza Canada” GIFs sent via IG direct message.
Within a few days, with this social kit, Italians all over the world became ambassadors for the project, building a global community of millions committed to supporting Canada on social media (and beyond) during the matches. Even the Canadian Ambassador and the #1 Italian sportscaster joined us.
Forza Canada totaled 2.6 million Social Media Interaction, 40 million Global Social Reach and the resulting hype on social media made Belgium-Canada the most-watched football match in Canadian history (54% Italian viewers). That’s how Fonzies became the most beloved snack brand in Italy during the World Cup (96% positive brand sentiment) despite Italy not having even qualified.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Creative Italy / Milano
Client / Brand
Fonzies, Mondelēz International, Inc. / Milan
Media Distribution Company
CARAT Italy / Milano
Urban Vision / Milan
Art Director
Edoardo Serafini
Matteo Francesco Bardoscia
Copywriter
Francesco Vecchi
Chief Creative Officer
Riccardo Fregoso
Composer
Luca Morelli
Creative Director
Giorgio Maria Bologna
Director
Nicola Schito
Executive Creative Director
Maurizio Tozzini
Giulio Frittaion
Graphic Designer
Stefano Trolese
Sound Designer
Matteo Parolini
Strategist
Chiara Chiarino
Massimiliano Tarizzo
Senior Art Director
Nadia Charif
Senior Copywriter
Lorenzo Bonechi
Set Designer
Giulia Mandricardo
3D & Motion Lead
Lorenzo Daponte
Account executive
Thomas Chillemi
assistant director
Peter O’Neill
Brand Strategy Lead
Marika Villa
CEO & Chairman
Emanuele Nenna
Chief Experience Officer
Diego Vurro
Chief strategy Officer
Niccolò Rigo
Client director
Alberto Bommartini
Client Director Experiential
Serena Lembo
Client Service Director
Jenny Nieri
Anna Chiara Pelletti
colorist
Diego La Rosa
Community Manager
Martina Panebianco
Creative Director Experiential
Diego Tiziani
Creative Operations Director
Stefano Morelli
Creative Progress Director
Antonella Vicari
DoP
Roberto Minotti
Executive Strategy Director
Samanta Giuliani
Head Of Design
Laura Liguori
Head of External Communication
Veronique Rhys Evans
Head of Influencer Marketing
Fabiola Granier
Giulia Laura Peracchio
Head Of Production
Francesca Castello
Head of strategy
Federico Mancin
Influencer Marketing Specialist
Nicholas Rioldi
Leader
Sara Rebizzi
Managing Director & Executive Producer
Simona Dalla Porta
Marketing Manager Salty Snacks
Martina Montorfano
Motion Graphic Designer
Nicolò Frontini
Operation Manager Experiential
Matteo Stella
Partner
Anna Pasqualotto
PR manager
Alessandro Turchi
Production Assistant
Monica Buongiorno
Production manager
Komlan Ahianvi
Senior Content Manager
Luca Nebbioli
Senior Vice President
Stefano Pagani
Talent
Gli Autogol
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