The campaign carried out on the occasion of the Africa Cup of Nations became a pretext for telling a story about closeness and cooperation despite the distances that separate us. We used the global interest in the tournament to tell a story close to the hearts of millions of families living apart.
We have been working with Western Union for years, jointly developing communication based on the real needs of their customers. The starting point for the campaign was an insight into economic separation, which defines the everyday reality of many families around the world. This gave rise to the idea “Family is a teamwork.” We portrayed the family as a team in which everyone plays an important role, regardless of where they are.
We rolled out the campaign across multiple markets, including the African countries, Western Europe, US, Canada and Australia. The project required close cooperation with international partners and subcontractors, which allowed us to maintain consistent communication on a global scale. During the rollout, we worked with partners from the AMIN Worldwide network, who were responsible for local adaptations and tailoring the communication to each market.
One of the key elements of the campaign was a series of video spots. We showed family members standing shoulder to shoulder, arranged like a football team. This visual manifesto highlighted their unity, supported by the key player “away from home” – the money transfer sender. The spots were designed to work both on a narrative level and as a strong, memorable image.
The campaign also had a strong presence in urban spaces through outdoor and DOOH formats. Key visuals presenting families as football teams appeared on media carriers in cities around the world. It was pure satisfaction to see our work from the Wrocław office make its way onto screens and streets in London, Paris, Casablanca, Dakar and New York.
Digital and social media activities provided important support for the campaign. We prepared a set of materials tailored to different platforms and formats, maximizing reach and audience engagement.
By using artificial intelligence in the production process, we were able to adapt materials for different markets faster. We minimized the time needed for production and editing, which was crucial given the short timeline for preparing the campaign. Simply put, we increased efficiency while maintaining the level of quality the client expected.
The campaign was especially appreciated by Western Union’s global marketing team, becoming an inspiration for further activities in other markets. Its universal insight and flexible creative idea allowed the concept to successfully move beyond the original context of the Africa Cup of Nations.