Kia
#TakeOn20

Kia wanted to use its sponsorship of Rafael Nadal to help fans cheer him on to his 20th Grand Slam at the 2020 French Open. But because of Covid, no fans were allowed to attend.

So my copywriting partner and I came up with a simple social mechanic: fans doodled messages of support as Instagram Stories and shared them with #TakeOn20. We then fly-posted and projected their messages as a guerrilla campaign along the route from Rafa’s hotel to the court, so he’d see them on his way in.

Finally, we turned the messages into a poster and presented it to Rafa himself. He won.