In a new global campaign to celebrate play and inspire the worldwide football community Chevrolet asks the world ‘What Do You #PlayFor’.
The new social and digital global campaign to bring football fans closer to the sport than ever is led by a new web film.
It also promotes a new initiative to make lasting impacts in developing areas where play is most needed.
Thus the US car giant’s new ad, leveraging its rights in the first season of its new mega Manchester United partnership, fronts a cause-led initiative that includes rebuilding pitches in developing regions around the world and providing ‘nearly indestructible’ footballs from the ‘One World Futbol Project’.
The initiative also sees Manchester United legends work with coaches and kids in places where play is needed most.
“The act of play is a fundamental human need that transcends cultures and impacts all ages,” said Alan Batey, General Motors executive vice president, Global Chevrolet.
“Joyful play is the fuel of ingenuity and imagination for children and adults alike, driving a sense of what is possible. Through our partnership with Manchester United and One World Futbol Project, Chevrolet is harnessing the passion for play to bring everyone closer to the game. The message we’re sending to fans around the world is that at Chevrolet, we play for you.”
Chevrolet used United’s game against long-term rivals Liverpool on 16 March to globally launch “What Do You #PlayFor?”
Launch plans include asking the question on social media and sharing fans’ answers in words and images at www.chevroletfc.com.
“From the beginning of our partnership nearly two years ago, Chevrolet has followed through on its pledge of bringing fans closer to our club and using football to do good around the world,” said Richard Arnold, Manchester United group managing director.
“Chevrolet’s ‘What Do You Play For?’ campaign will stimulate global discussion and engagement amongst Manchester United’s 659 million followers worldwide and create meaningful change around the world.”
Chevrolet and One World Futbol Project are collaborating to bring the power of play to children around the world by donating and distributing 1.5 million nearly indestructible footballs to organisations working in developing communities.
According to One World Futbol Project, almost-indestructible footballs have been delivered to more than 50 countries affecting the lives of an estimated 21 million children.
Chevrolet and Manchester United have also announced that club legends will be deployed this year to work with coaches and children in developing regions around the world. Chevrolet is currently working in Bandung, Indonesia, to revitalise the community’s pitch on behalf of Rumah Cemara, a local organisation that uses peer intervention and football to increase the quality of life for people with HIV/AIDS and people who use drugs.
The story is told through videos at www.chevroletfc.com.
Comment
One World Futbol Project ‘s goal is to bring the power of play to children everywhere in the world, especially those living in disadvantaged communities where play opportunities are scarce and where children play in harsh environments,”
“Chevrolet’s commitment to creating a positive, lasting impact through play makes Chevrolet an ideal partner to support our mission to help youth around the world realise their potential through play,” said Tim Jahnigen, co-founder and chief innovation officer of One World Futbol Project.
Chevrolet is also planning several additional announcements and fan engagements around the world this year regarding its Manchester United sponsorship, other partnerships, and the “What Do You #PlayFor?” campaign, including the July reveal of the Chevrolet-branded Manchester United match shirt, where Chevrolet will ask fans to take part in a unique digital experience.
Links
Chevrolet Football Site
Man Utd Site
One World Futbol
