DDB Colombia Creates Touching Football-Focused Spot for Avianca

Before the the next World Cup to be held in Russia, Avianca decided to go the fields where idols of the selections of Peru, Colombia, and Costa Rica soccer began their sporting dream just being kids.

As expected, these fields are usually located in humble neighborhoods and they are just dirt without grass.

The earth from each field was carefully collected and packed in heart-shaped containers to be delivered later to the hands of an artisan.

All the earth collected from the fields was taken to the hands of Luis Bernal, a veteran artisan who with patience and an ancestral technique, turned the earth into heart-shaped charms with the number of each of the players engraved in the middle.

James, Mina, Falcao, and Cuadrado were representing Colombia and received the hearts that will accompany them in the World Cup to be held in June. Additionally, all the players of the selection of Costa Rica received the charm, as well as Paolo Guerrero, the captain who carried Peru back to a World Cup after a 36-year absence.

With this campaign, Avianca intends to pay homage to those hearts that give their all, and that will shine with their own light in this next world cup.