La Gazzetta dello Sport is the most popular Italian newspaper. After the Calciopoli corruption scandal, la Gazzetta wanted to create a new emotional bond between soccer and the fans. The perfect occasion was the Christmas campaign. Using the traditional characters of the nativity scene 
in unconventional poses of typical goal celebrations, we succeeded in creating buzz, amusing our audience and  regenerating the passion for soccer. The message reads: "Merry Christmas to all the believers."