Dacia The Auction
An entire football match turned into a live auction to raise the value of 11 jerseys collected from fans online.
Cannes Lions // Direct // Shortlist
ADCI Awards // Silver x 2
Everyday, thousands of soccer fans sell their items online to fund their personal project. But they usually make very few money out of them. Dacia, a brand that strongly believes in value for money, wanted to show people that what they have is worth more than they think.
11 different shirts from 11 fans.
For the first time in the history of Soccer, Udinese played a Serie A match against Lazio wearing 11 different shirts from various seasons, given by 11 fans with a personal project to fund.
Live updates during the match.
While players wore the auctioned items right in front of the stadium and TV audience, perimeter boards and big screens of the entire Dacia Arena constantly updated prices in real time, inviting people to place their offers on a branded auctioning platform.
A few months before the match, together with former football star Ciro Ferrara, we released a call to action video to excite potential bidders.
The proceeds went to the owners of the shirts.
In just 90 minutes, a total of 9.450€ has been raised. The most expensive shirt was the 2002-03 jersey, worn by striker Kevin Lasagna and selling for 1.700€. Midfielder Jakub Jankto's shirt from 2012-13 reached a similarly high price of €1.600€, while Jens Stryger Larsen's 2004-05 sold for €1.100€.