Buenos Aires - Following on from the recent Latin America Playstation win, Del Campo Saatchi & Saatchi has now launched an original initiative for Gillette in Argentina.
Gillette First Division offers men the opportunity to enrol their football team on the web, and win votes which could see them playing during the half time intervals of the country's first division Apertura tournament matches.
"People seem to want to participate in events more and more these days, which is the reason we went with this approach for the brand. This was one of Gillette's key objectives," says Diego Feldman, Del Campo Saatchi & Saatchi's Customer Services VP.
"Having a sponsor is no longer an exclusive benefit for sporting super stars. Gillette invites everyone to get onto the pitch," adds Mariano Serkin, the agency's Creative General Director.