The Problem

The World Cup is the biggest sporting event on Earth.

But in America, millions of sports fans still weren't football fans.

The Shift

Don't advertise the World Cup to people already watching it.

Convert the people who aren't.

The Idea

For One Month, Let's All Be Fútbol Fans.

Adriana Lima invaded sacred American sporting spaces, football fields, man caves and sports bars, arriving in a Kia and persuading non-believers to switch sports for a month.

Football, this is Fútbol 

Juggle

Play Samba

Nascar to Fútbol Fans

Baseball to Fútbol Fans

The final score

6M+ views.

AMERICA FINALLY GOT FÚTBOL.

The films quickly took off online, generating around 600,000 YouTube views almost immediately after launch and ultimately passing 6 million views.

It became Kia's first major U.S. World Cup campaign, running for six weeks across ABC, ESPN, ESPN2 and ESPN Deportes in both English and Spanish, with Kia owning the pre-match conversation as presenting sponsor on ABC and ESPN.

Three TV films expanded into print, radio, digital, social and retail, turning a sponsorship into a fully integrated national campaign.

And the timing couldn't have been better.

The 2014 tournament became the most-watched World Cup ever on English-language U.S. television, with ESPN's USA vs. Portugal match attracting 18.2 million viewers.

America didn't just watch fútbol for a month.
It watched in record numbers.