B: 1. Social: Community activation
SCORE WITH GARNIER
Virtual football has always been a showcase of perfect hair: great styles, no dandruff. But how to promote a shampoo brand Garnier in the FIFA23 game without spending millions of dollars on an official sponsorship deal?
We found out that among 19,000 footballers with perfect hair there is also one with the perfect name: Luis Yamil Garnier. A 41-year-old defender who has spent most of the last seasons sitting on a bench. So we challenged gamers to prove their skill and score a goal with him.
| Entrant: | Good Game |
|---|---|
| Agency: | Good Game |
| Advertiser: | L‘Oréal |
| Brand: | Garnier |
| Creative Director | Jan Benda |
| Art Director | Václav Kudělka |
| Copywriter | Gabriela Hudec |
| Manager | Pavel Pštross |
| Executive | Mirko Baumann |