When the US failed to qualify for the World Cup, American fans were left without a team to root for in the world’s biggest sporting event. As official sponsor of the Mexican National Team, Wells Fargo saw a unique opportunity to rally support and promote goodwill between neighbors at a time when we needed it most.

Awards:

Shortlist Cannes Lion, PR, 2019

Silver Clio: Integrated Campaign

Silver Clio: Direct – Social Media

Bronze Clio: Social Media – Multi Media Platform

To kick it off, we launched a spot that not only touted Wells Fargo's latest product, but also established Landon Donovan as our campaign spokesperson.

We created custom Mexico National Team gifs to be used during the World Cup, which Landon also helped promote and even starred in. MNT hot-shot Marco Fabian also got in on the action.

By the end of it all, Wells Fargo was the third most talked about brand in the World Cup, without even being a sponsor.