Telefónica Telecom: Gloria=Glory

In 2011, Telecom Telefonica became the Colombian National Soccer team's Official Sponsor. But by that time, Colombians had stopped believing in their team.

Young & Rubicam, Bogota had to find a message of optimism to people know that Telefonica stood behind the team 100%.

They made an open call to every woman in Colombia named Gloria. And for an entire day, the 'glory' was theirs. They showed their love and admiration for Colombias soccer players, and the whole country came together to form a unified symbol to support their national team.