beIN Sports | Social Activation | Fan Engagement
For Andrés Iniesta's farewell, beIN Sports wanted to create something more personal than a traditional tribute post and more participatory than a standard send-off. The challenge was to honor one of football's most beloved players while giving fans a meaningful role in the celebration.
Challenge
How do you create a farewell worthy of Iniesta's legacy without turning fans into passive spectators?
How do you create a farewell worthy of Iniesta's legacy without turning fans into passive spectators?
Idea
We transformed Instagram into a collective signing wall, inviting supporters to leave messages and signatures that would ultimately become part of a commemorative jersey built by the community around him.
We transformed Instagram into a collective signing wall, inviting supporters to leave messages and signatures that would ultimately become part of a commemorative jersey built by the community around him.
Outcome
The campaign turned social participation into a physical tribute—creating a one-of-a-kind keepsake that celebrated not only Iniesta's career, but also the fans who helped define it.
The campaign turned social participation into a physical tribute—creating a one-of-a-kind keepsake that celebrated not only Iniesta's career, but also the fans who helped define it.
My Role
Concept Development
Art Direction
Creative Collaboration
Concept Development
Art Direction
Creative Collaboration
Agency: Y&R Miami
