In the summer last year the football player Leo Messi undertook in the category of drinks with the launch of More+ by messi, A brand of moisturizers with different flavors. Little more than a year later he launches a global campaign with which he intends to capture the attention of football fans worldwide.

Issued by the Agency VCCP“The 1v1 World Crown ” (The World Crown of 1V1) is a World Soccer Championship against one, sponsored by Messi itself. The brand invites fans from the United States, the United Kingdom, Ireland and Canada to be part of the tournament, which will face consumers in brief matches against one until you find a winner.

The seller or winner will be sought in various face -to -face qualifiers that will take place at different points: Los Angeles on August 2; Toronto on 16, London on 23, Dublin on September 6; and the final in Miami on September 19.

In addition, a Online process To find other candidates to get the prize. Those interested should register by filling a form and sharing a short video (maximum 2 minutes) showing their best ball skills. It must be published on Instagram, Tiktok or YouTube and count on the hashtags #MasBymessicontest and #1V1Worldcrown.

Instead of opting for a traditional campaign, more+ By Messi has opted for a experiential campaign built on the mainThe attributes of his brand and linked to the personality of its founder.
The strategy also aims to capture the attention of users in an organic way and take advantage of the content generated by users. It will also be amplified with real -time content and with actions of creators and influencers.

“We didn’t simply want to show Messi. We wanted to build a world that reflected what he represents”, Commented Sophie van Ettinger, vice president of Global Mark Mark Anthony Group, a group to which more+ by Messi belongs.”‘The 1v1 World Crown’ is pure football energy. This brand release drives those who play, not only those who see it”

On the other hand, from the agency they point out that the campaign does not intend only to promote the product, but also to promote the role of the brand as Support for the new generation of players. “We didn’t want to make a simple product ad. We create a world that fans can access, with real events, real cities and real bets. ‘The 1v1 World Crown’ is not just a campaign. It is the beginning of the game”; Said Julian Douglas, executive director of the VCCP Group.