CERES “WORLD-CLASS FANS”

To support the fans who truly love to cheer — the ones who don’t care about the type of sport or the category, who speak in the plural because they feel part of something bigger. Fans for whom sport isn’t just passion, It’s a religion.

Creating the first project designed for true world-class fans, because “Per il bere della squadra Ceres C’è!” (When it comes to the team’s drinking, Ceres is there!):

• From the couch: through an under-cap contest, fans had the chance to win the Ceri Ceres (branded votive candles) to win the favor of the most invoked saints in sports — because for them, sport really is a religion.
• On local neighborhood fields: Ceres supported 5 lower-division teams in 5 Italian cities, involving the local Ceres heroes. Every match came with big-stadium-level cheering and ended with an epic post-match celebration, regardless of the final score.
• At major events: during Atalanta’s Europa League final in Dublin, Ceres transformed a historic Irish pub into the “Mola Mia Pub,” which became the gathering point for Atalanta fans in the Irish capital.

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Credits:
Creative idea & Digital Strategy: We Are Social
Activation Idea & Production: 2night