M&C Saatchi’s Z gets the whole world talking

Sweden’s star striker, Zlatan Ibrahimović, is one football player making headlines for all the right reasons.

Ibrahimović now plays for Paris Saint-Germain FC, but his old club, Malmö FF, rightly counts him as one of the legends it has created. In the last week of November he was given the chance to play against his old club in the group stage of Champions League.

MFF is rather proud of discovering Ibrahimović and wanted to give him a warm welcome home to Malmö. So, the night before the  big match, M&C Saatchi Stockholm projected a giant blue Z on the Turning Torso, the largest building in the Nordics…

…an idea made possible by the main sponsor, the renewable energy company E.ON.

Later that evening, and on match day, the huge Z was replaced with the symbol for MFF to show the city’s allegiance to the club. The event was viewed in real-time across many digital channels, fuelling excitement about the game.

In just a few hours, all of the Swedish and world’s major sports and news channels had picked up the initiative, generating a flood of stories and coverage.

The projected Z and MFF logo were uploaded and shared thousands of times on social media, and gained millions of likes. It became the top trending story that day.