PR Silver Lion at the Cannes Lions Festival.

Challenge

Amplify BBDO Argentina’s “InMessionante” campaign for Pepsi.

Solution

Using the hashtag #UnAdjetivoParaMessi, BBDO and Pepsi invited fans to invent a brand-new adjective for Lionel Messi. A microsite automatically collected each submission as soon as it was tweeted. Alejandro Sabella, then head coach of the Argentine national team, chose the winning word and—through a unique, historic agreement—we secured its inclusion in the Diccionario de la lengua española (Spanish Language Dictionary). We shared news of the campaign, along with printed copies of the dictionary, with more than 70 local and international media outlets.

Results

10,987 adjectives proposed in just one month. 50 million+ Twitter impressions. “Inmessionante” trended on Twitter four separate times. 70+ media placements and mentions, including prime-time TV news shows in multiple countries. Earned media value exceeding USD 10 million.