Hacelo por Estudiantes

Topper, sponsor of Estudiantes de La Plata, needed in July 2009 an action that would bring the brand closer to the fans in very little time, with the club in the final of the 2009 Copa Libertadores. The action had to work without involving the club, the squad or the players.

Mashin, which operated as Cero Negativo in 2009, handled the strategy and creativity of Hacelo por Estudiantes for Topper: a web platform where each fan left the promise they would keep if Estudiantes won the Copa Libertadores.

The promises ranged from walks to tattoos and family commitments. After the title, fans sent videos of themselves keeping their promise, and Mashin and Paprika, in charge of audiovisual production, produced a record with a selection of them.

Mashin ruled out three paths in Hacelo por Estudiantes. The first was the classic "enter to win a trip to the final" promotion, because it turned passion into a trade.

The second was involving the club, the squad or the players, unworkable given the timing and approvals. The third was a triumphalist tone: the team chose to speak to the fan's promise instead of anticipating the result.

Hacelo por Estudiantes (Topper, 2009) won Gold at the IAB Argentina Award for the Best Interactive Campaigns of 2009, presented on 14 April 2010. The award's winners list registers the campaign under Cero Negativo, the name Mashin operated under in 2009.