The challenge

Lowe's had Lionel Messi. What it didn't have were the rights to the tournament everyone would be watching him play: his last World Cup. We had to pay tribute to the greatest player of all time, at the biggest moment of his career, without ever stepping onto the field the world was looking at.

The insight

Messi's greatness was never only about goals or trophies. It was about what happened around him. Teammates played better. Clubs grew bigger. Leagues gained relevance. Even rivals raised their game. Everything Messi touched improved.
And that's exactly what Lowe's stands for: improvement.

The idea

After almost a year of back-and-forths, rewrites and adjustments, we landed on a simple, emotional film. No trophies, no tournament, no stadium we couldn't show. Just a reminder of the best thing Messi ever did: help others become better.
The spot aired across the United States for several months.

The digital extension

To keep the conversation alive during the tournament, we ran a digital campaign during several halftimes. It peaked at the final: while the world waited for the second half, we went live with Fabrizio Romano and Katie Feeney, giving away products Messi had touched during the shoot.
Ordinary tools and objects that became extraordinary, because they were touched by the greatest. Just like his teams, his league, the sport, and even his rivals.