Pepe's cookies (2012)
Pepe's cookies (Las bolachas de Pepe)
Viral and PR campaign
Pepe plays as centre back defender in Real Madrid CF and Portugal national football teams. He’s reputation of being one of the best defenders in the world… and unfortunately, of being one of the toughtest too.

To be honest, these voices were right: In 2010-11 season Pepe received 2 red cards and 8 yellow cards in only 25 matches. But we wanted to show to the world the whole picture: When playing a game, Pepe is someone you’d better be afraid of. But when off the pitch Pepe is tremendously spontaneous and funny, always capable of laughing of himself.

rightly displayed, these capabilities would generate a better opinion of him

Therefore, we decided to help Pepe to prepare these lovely cookies:
WHY COOKIES?

Because
in Spanish a “cookie” also mean a friendly way of slapping someone’s face. In this sense, the Spanish wordplay “to give cookies” stands as a funny way of hitting someone. Something slightly similar to this:
THE STRATEGY:

a video showing Pepe preparing cookies with the help of a famous Spanish chef.

The cookies would be
baked and commercialized during two Christmas weeks at Mama Framboise bakery in Madrid, and the profits would be donated to the NGO "Niños sin culpa".

The viral video and the cookies were featured in a
website and on Youtube, while at the same time we set up a PR campaign to provide a wide media coverage.
RESULTS:

In only two weeks online, the campaign reached 770.000 Google results, 70.000 visits to the website and, what was more important, a huge PR revenue: all of the top Spanish newspapers, TV Channels and Radio Stations as well as international media and sport websites from Portugal, France, Argentina, Chile… took the bait. 

Even Cristiano Ronaldo commented it on Twitter:
Pepe's cookies (2012)
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Pepe's cookies (2012)

Pepe's cookies is a viral and PR campaign to show the world the whole picture of the Real Madrid CF and Portugal national team back defender, may Read More
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