On february 14, paris saint-germain played against caen at parc des princes. for most players, this game was just another day on the job. For zlatan ibrahimovic this was his most important game to date. Underneath his sweater he had 50 new names tattooed. Names of people he’d never met, but still wanted to keep close. Names of some of the 805 million people suffering from hunger today. Even though hunger and malnutrition is the number one risk to health worldwide, a greater risk than aids, malaria and tuberculosis combined, these people rarely make the front page. Zlatan may not know how to end world hunger, but he does know one thing – how to make the front page of every newspaper in the world. Together with the united nations world food programme, we created an event that turned the spotlight the world has on zlatan, towards the people who need it most.

“ZLATAN IBRAHIMOVICS INCREDIBLE TRIBUTE TO PEOPLE SUFFERING FROM HUNGER”
—DAILY MAIL

RESULT

Reached over 1.2 billion people
14.4 million social interactions
36.8 million combined views
4600+ news articles

"The campaign has started a conversation with world leaders as well as people all over the world about prioritizing the problem and try to solve it. Because hunger can be eliminated in our life times." —Marina Catena, United Nations

Gold Cannes Lions
Bronze x6 Cannes Lions
Gold Yellow Pencil D&AD Awards
Bronze Pencil x2 D&AD Awards
Grand Prix x2 Clio Awards
Grand Prix x2 Cresta Awards
Gold New York Festivals
Bronze x3 New York Festivals
Gold x2 London International Awards
Silver x2 London International Awards
Silver x4 Eurobest
Gold Swedish Golden Egg
Silver Swedish Golden Egg
Bronze One Show

CASE STUDY