Abbott x Real Madrid Partnership
Client
Abbott
As Creative Director, I led the activation for Abbott’s partnership with the Real Madrid Foundation during the U.S. Summer Tour, a key moment in our ongoing global campaign to "Beat Malnutrition."
The Challenge: Raise awareness among U.S. soccer fans that Abbott’s science is the fuel behind the game they love, and essential to Beat Malnutrition across the globe.
The Insight: Whether you are a pro athlete or a growing kid, nutrition is the foundation. We decided to democratize the "Real Madrid experience" to prove it. We used the tour to show that the same science driving the world's best players is available to everyone.
The Strategy: We built a campaign to make "regular" people feel like a Pro player for a day. We grounded every moment in product truth.
The Influencer Draft: We brought 15 top lifestyle and sports creators to NYC and treated them like new signings. They endured elite training drills led by Real Madrid Foundation coaches. This created a genuine moment to integrate Ensure and Pedialyte as essential tools for recovery.
Purpose-Driven Clinics: We used the moment to activate our shared mission to "Beat Malnutrition." We hosted pop-up clinics for local Hispanic youth clubs in Chicago and NYC. Real Madrid legends like Roberto Carlos joined us to teach soccer skills and nutrition literacy. This directly connected our products to the health of the next generation.
The Result:
260% over our influencer engagement goal
679 Million earned media impressions
8.06% engagement rate
142 pieces of unique content generated
