The Challenge
In 2010, Uruguay finished 4th in the FIFA World Cup — a historic achievement for a small country with a big footballing heart. But while the players received international praise, there was still one thing missing: a proper homecoming. Something personal. Something from the people.
In 2010, Uruguay finished 4th in the FIFA World Cup — a historic achievement for a small country with a big footballing heart. But while the players received international praise, there was still one thing missing: a proper homecoming. Something personal. Something from the people.
The Insight
Football in Uruguay isn’t just a sport. It’s identity. It’s community. And in that moment, every Uruguayan felt part of the team.
The players had made the whole country proud; now the country wanted a way to say thank you.
Football in Uruguay isn’t just a sport. It’s identity. It’s community. And in that moment, every Uruguayan felt part of the team.
The players had made the whole country proud; now the country wanted a way to say thank you.
The Story We Told
We created a digital platform that invited every Uruguayan to leave a message for the national team.
In just three days, thousands of fans shared their joy, pride, and gratitude.
We created a digital platform that invited every Uruguayan to leave a message for the national team.
In just three days, thousands of fans shared their joy, pride, and gratitude.
Then, we turned every message into something permanent: a printed book — El Libro Celeste.
A physical expression of a nation’s voice, designed, bound, and delivered as a gift to every player, coach, and staff member of the national team.
A physical expression of a nation’s voice, designed, bound, and delivered as a gift to every player, coach, and staff member of the national team.
When the team landed back in Uruguay, El Libro Celeste was waiting for them.
It wasn’t a trophy. It was something more lasting — a collective memory, bound in sky blue.
It wasn’t a trophy. It was something more lasting — a collective memory, bound in sky blue.
The Outcome
Thousands of heartfelt messages collected in just 72 hours.
A book for every player. And a symbolic gesture that turned a 4th place finish into a first-place memory shared between a team and its people.
Thousands of heartfelt messages collected in just 72 hours.
A book for every player. And a symbolic gesture that turned a 4th place finish into a first-place memory shared between a team and its people.
Client: Banco de Seguros del Estado
Agency: Young & Rubicam
ECD: Diego Lazcano
Creative Director: Fernando Cachón
Art Director: Martin Coppola
Copywriter: Federico Cibils, Martin Rumbo
Account Supervisor: Jorge Colotta, Cristina Fernandez