Café Bustelo 'GAME FACE'
Founded by Latin immigrants in East Harlem, Café Bustelo has spent nearly 100 years celebrating Latin culture, spirit and passion. And few things inspire more of it than coffee and fútbol. But we weren’t an official World Cup sponsor. Or a brand with a big budget. So instead of sponsoring the World Cup, we sponsored the fans’ faces.
We put Game Face temporary tattoos in 1.2 million cans—each inspired by a Latin nation and created by artists across Latin America, rich with cultural symbolism. Then we took Game Face everywhere we could: packs, murals, OOH, film, podcasts and social. Until fans took it somewhere we never could: onto their faces, into watch parties, and all the way into the World Cup final.
“The #1 most effective World Cup campaign.” - YouGov
THE :30 FILM
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THE :30 FILM I
We even got our artists to create
Murals for each country....
THE RESULTS
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THE RESULTS I
YouGov analyzed more than 2,000 brands to identify which are gaining the most among U.S. consumers interested in football. Out of the top 48 brands activating around the tournament, Café Bustelo ranked #1 in effectiveness for awareness, buzz, and consideration!
Role -
Conceptualization, creative direction, and design.
CCO: Erica Roberts
ECD: Sapna Ahluwalia, Yohan Daver
Head of Design: Ryan Atkinson
CD: David Green, Chris Greer
Design: Bruno Ponzini, Nic Faouen