The League Against Cancer came to VMLY&R with a problem. last years lockdown put them almost on bankruptcy. They needed exposure and everyone to talk about their National … read moreFundraising which was going to be fully digital since they can't go out to the streets. The agency realised a something: there are many leagues in the world with a lot of attention - The Champions League, the NFL, the MLB, the Premiere League. So the brand did what happens in any league - convince a famous football player to place a story claiming that he was about to change to a new league in Peru. After the media talked about it, he told everyone that he was going to play for the League Against Cancer. Influencers joined, made their teams and got volunteers as well as donations.
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