Text to sign
14,000 STORIES | 11X Earned coverage of any official Sponsor | +310% increase in brand awareness | Most successful total wireless campaign to date
Total Wireless tasked us to insert the brand into the conversation surrounding the 2024 Copa América tournament being hosted in the US and build awareness for the brand within the Latino community.
The catch… Total wasn’t an official sponsor of the tournament.
We realized that Futbol’s growing popularity in the country meant that the Latino fans who got us there were being priced out from the sport they love. We decided to give these real fans a voice using the very thing they love to do at the games — signs. And it was as simple as sending a text.
Agency: Golin
Client: Total Wireless
Executive Creative Officer: Anthony O’Neill
Creative Director: Antonio Fragoso, Whitney Riker, Shadab Wajih
Copywriter: Antonio Fragoso, Whitney Riker
Art Director: Shadab Wajih
ONE SIGN EVERY 90 SECONDS
Text-to-sign goes social
We launched our campaign during the opening match between Argentina and Canada with the help of creator @dudewithsign and soccer legend Rafael Marquez.