Well, well – it’s another hydration drink. But this one has surprising advantages. Firstly, Más by Messi is Lionel Messi’s hydration drink. Secondly, the launch campaign whose hero commercial – yes, it does show people playing sport – launches a global 1v1 football tournament.
The campaign by VCCP is a global call-to-compete in a 1v1 football tournament, beginning in August, backed by the GOAT himself, Messi. The 1v1 World Crown will kick off with live qualifiers in Los Angeles on August 2, followed by Toronto on 16, London on the 23, Dublin on September 6 and culminating in a final in Miami on September 19. At each event, self-proclaimed local ‘ballers’ can sign up for a shot at global recognition, with the final judged by Messi himself.
The hero social film features Messi not as just an endorser, “but as the gatekeeper of a new world where the next generation of greatness can rise through 1v1”.
The campaign was teased earlier this week when shots of Messi carrying a mysterious gold box around Miami were seeded to influencers.
The VCCP campaign was brought to life by VCCP’s content creation studio, Girl&Bear, with experiential led by VCCP’s retail and experience team. Consumer PR was led by VCCP and web design was led by digital experience agency, Bernadette. Event management and production were led by Messi’s new production company, 525 Roasario. VML led on UX for the website and CRM comms plan.
The campaign has been designed to earn attention organically. Throughout the campaign, real-time content will include ,social-first films and graphics, amplified by influencer content.
Sophie Van Ettinger, vice president global brands at Mark Anthony Group, stated, “We didn’t want to just show Messi. We wanted to build a world that reflects what he stands for. The 1v1 World Crown is pure football energy. This is a brand launch that gives power to the people who play, not just those who watch.”
Julian Douglas, group CEO at VCCP, added, “Messi is the greatest 1v1 player of all time, and his new hydration drink, Más+, is here to fuel a new generation of ballers. So we didn’t want to do just another product ad. We built a world fans can step into, with real events, real cities, and real stakes. The 1v1 World Crown isn’t just a campaign. It’s game on.”
Credits
Client: Mark Anthony Group
Chief Marketing Officer: Jeremy Kanter
Vice President: Sophie Van Ettinger
Global Head Of Brand Fame: Dan Cunningham
Senior Director, Global Partnerships: Andy Hawkswell
Global Digital Content Manager: Laura Cassidy
Brand Consultant: Alex Glynn
Senior Global Media Manager: Louise Murphy
Global Media And Influencer Specialist: Leah Butler
Digital Product & Playbook Manager: David Mcdonnell
Consultant: Steve Arkley
Advertising Agency: VCCP
Global Chief Creative Officer: Darren Bailes
Creative Directors: Darren Groucutt & Jim Capp
Copywriter And Art Director: Tom Cauvain And Nathan Holley
International Managing Director: Philip Higham
Project Lead: Thom Gilbrook
Business Director: Kan Ng
Senior Account Director: Victoria Norrington
Planning Directors: Cami Toro & Mick Valentine
Retail And Experience Planner: Luke Rigg
Media Buying Agencies
US: Dysrupt
UK: The Kite Factory
Canada: UM
Ireland: Circulate
Production Agency: Girl&Bear
Integrated Project Director: Emma Dubrey
Senior Creative Producer & Global Project Manager: Annabel Jewers
Senior Creative Producer: Harriet Murphy
Senior Design Director: Phil Tee
Senior Designer: Tomas Paichl
3D Designer: Olivier Beaugrand
Production Company: 525 Rosario
Director: Nick Johansson
Executive Producer: Cat Restrepo
Producer: Matt Day
Post-Production Company: Girl&Bear
Post Producers: Elliot Watson & Noah Thompson
Audio Post-Production Company: We Are Audio
Digital Experience Agency: Bernadette
Account Director: Harry Fleet
Project Director: Dani Hammersley
Creative Director: Matt Brady
Designers: James Ring & Dani Kim
Copywriter: Alexander Skeith
Photographer: Julio Carlos
PR: VCCP
Social: VCCP
