805 Million names

World Food Programme

On February 14, Paris Saint-Germain played against Caen at Parc Des Princes. For most players, this game was just another day on the job. For Zlatan Ibrahimovic this was his most important game to date.

Underneath his sweater he had 50 new names tattooed. Names of people he’d never met, but still wanted to keep close. Names of some of the 805 million people suffering from hunger today.

Even though hunger and malnutrition is the number one risk to health worldwide, a greater risk than AIDS, malaria and tuberculosis combined, these people rarely make the front page.

Zlatan may not know how to end world hunger, but he does know one thing – how to make the front page of every newspaper in the world.

Together with The United Nations World Food Programme, we created an event that turned the spotlight the world has on Zlatan, towards the people who need it most.

Case Study

 

This is how we rolled out the campaign:

1. February 13th, teaser.

To get the buzz started, Zlatan posts a picture of his new tattoo “Abdullah” on his Facebook, Twitter and Instagram accounts with the text: “A very important name for me.”

 

2. February 14th, game day.

In a live game between PSG and Caen, Zlatan scored and pulls his jersey off to show his new tattoos.

 

3. February 15th, the day after the game.

On a PSG press conference Zlatan told the world why he has 50 new tattoos on his body.

The film

The press conference

We shared posters

 

4. The media starts talking

Some of the 4600+ articles about the campaign:

“Zlatan Ibrahimović Has Fifty Names Tattooed On To His Body For World Food Programme”

Huffington Post

“Zlatan Ibrahimovic: new tattoos were to draw attention to world famine”

The Guardian

“Zlatan Ibrahimovic tattooed names of 50 starving people on his body to show support for United Nations World Food Programme”

Daily Mail

“Zlatan Ibrahimovic’s incredible tribute to people suffering from hunger”

USA Today

“PSG striker reveals 50 new ‘tattoos’ in goal celebration to raise awareness for World Food Programme”

The Independent

Top tweets

Some of the shares on Facebook

David Beckham
FC Barcelona
Avicii
David Luiz
 

5. February 17th, PSG vs Chelsea FC.

To fuel the talk Zlatan Ibrahimovic plays versus Chelsea FC in black shoes with the text “805 Million Names” hand penned in gold and silver by himself.

 

6. One week later, the reply.

A week after a film called “We are the names on your body” is uploaded to Youtube by someone in Nairobi, Kenya.

 

7. The results.

  • Reached over 1.2 billion people
  • 4.4 million social interactions
  • 16.8 million combined views
  • Approximately 4600 news articles

The campaign has started a conversation with world leaders as well as people all over the world about prioritizing the problem and try to solve it. Because hunger can be eliminated in our life times.

– Marina Catena, United Nations World Food Programme

Impact

  • “Zlatan Ibrahimovi? Has Fifty Names Tattooed On To His Body For World Food Programme”Huffington Post
  • “Zlatan Ibrahimovic: new tattoos were to draw attention to world famine”The Guardian
  • “Soccer Star Ibrahimovic’s Skin Becomes Platform to Fight World Hunger”Creativity
  • “The soccer superstar strips down in the name of hunger awareness.”Fast Company
  • “Zlatan Ibrahimovic tattooed names of 50 starving people on his body to show support for United Nations World Food Programme”Daily Mail
  • “Zlatan Ibrahimovic pens ‘805 million names’ on boot ahead of PSG vs Chelsea match”Daily Mail
  • “Zlatan Ibrahimovic’s incredible tribute to people suffering from hunger”USA Today
  • “PSG striker reveals 50 new ‘tattoos’ in goal celebration to raise awareness for World Food Programme”The Independent
  • “Jag skulle tatuerat in alla om det gick”Aftonbladet
  • “Zlatan i samarbete med FN”G?teborgs-Posten
  • “Zlatan sjokkerte med heltatovert overkropp.”Dagbladet
  • “Beckhams hyllning till Zlatan: ‘H?rligt att se’”Expressen

Awards

  1. Cannes Lions

  2. Guld?gget

  3. D&AD

  4. Clio Awards

  5. Cresta Awards

  6. New York Festivals

  7. LIA

  8. Eurobest

  9. One Show

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