2019 Shortlist

Rival Hug

Entrant Company: FIFA

  • Best Integrated Campaign
  • Best Engagement for Good
  • Best Social Media Campaign
  • Best Event-Based Activation
Rival Hug

How does entry represent “Excellence in Engagement”?


Unlike the campaigns of other sponsors and brands, #RivalHug goes beyond the World Cup and continues to be supported by many fans. Like Mauro, an Argentinian football enthusiast and another ticket winner, who attracts attention during the World Cup with his outstanding #RivalHug content. Today he is a passionate ambassador of the campaign and carries #RivalHug around the world.

The true emotional and strong audio-visual storytelling of the campaign with players and fans shows that communication enables an extreme bond between brand and customer. At this ultimate level the UGC, earned media & PR created meaningful organic fan engagement - a real value for the brand. Altogether #RivalHug is a tremendous milestone in the digital transformation of the FIFA brand into a content publisher and media house for football fans.


  • Christian Volk ‐ FIFA
  • Sandra Stucki ‐ FIFA
  • Natalie Amato ‐ FIFA