The Collectors

YPF

Every year, YPF launches a new branded football: the iconic YPF Messi ball. And every year, there's a group of people who buy it by any means — they never fail. We named them The Collectors. For the 2023 launch, we found out who they were and decided to gift them the new ball before anyone else. Using our membership data, we found their addresses and prepared a special delivery to thank them for always showing up.

Agency

Mercado McCann

Type

TVC / Activation / Direct

Year

2023

Role

Collaborated from the earliest stages of the campaign, shaping a creative idea that answered the brief, writing copy and captions for all assets and deliverables, and participating in the shoot as well as in the editing of the deliverables.