Juventus
As an Inter fan, I never imagined I’d end up working for Juventus — and yet, it turned out to be one of the most exciting chapters of my career. While leading the brand’s social creativity, I made it my mission to show that Juventus could stand out not just for its performance on the field, but for the stories it told off it. We moved beyond the typical pre-match, mid-game, post-whistle posts and created content that connected emotionally, sparked pride, and made fans feel part of something bigger.
In recent years, Gen Z has lost interest in football.
Data says that 42% of 13-23 doesn’t watch it,
compared to 25% in other age groups.
Today, they are obsessed with something else:
the attention young people once gave
to the modern-day beautiful sport is now directed towards nostalgia for the pop culture
of the '90s and ‘00s.
That's why, to make Gen Z fall in love with football
and with Juventus,
we've brought home a nostalgic pop icon from that time: Kojiro Hyuga (AKA Mark Lenders).
In the fiction of the anime, in fact, the famous football champion of 'Captain Tsubasa' has played for Juventus.
We treated Hyuga as a player in his full capacity, presenting him to the fans and making his jersey available in the shop.
No surprise: sold out in 25 minutes.
Despite football leagues’ constant fight against
discrimination in the stadiums, sadly, racism is a societal issue that transcends the field.
For the “International Day for the Elimination of Racial Discrimination”, We showed how big the problem actually is, matching the most shocking data about racial discrimination with the numbers on Juventus stars’ back, during an official Serie A match.
Before the game we collected the data and matched it with every player’s number. The special jerseys were printed and shared with the Juventus community. On the 21st of March, the first teams took them to the field, to bring the message to the media's attention. At the end of the match, we communicated the whole operation through a video on Juventus’ social channels.
1 in 3 women are subjected to violence: an issue strongly embedded in football culture. The saddest thing is that 80% of cases remain unreported.
We decided to bring the frightening numbers of violence against women where nobody could ignore them anymore, turning 1 seat out of 3 of the Allianz Stadium orange and launching a direct message to all football fans: don’t sit and watch.
We turned the Allianz Stadium into the biggest data visualitation of violence against women.
For International Day For The Elimination of Violence Against Women, Juventus players and staff members hacked the 41.507 seats of the Stadium orange: the official color of the day. During the Juventus-Atalanta match, every orange seat invited people to scan a QR code in order to discover a real story of violence and take a stand.