The Other Messi

Medal Won

• 🥈 SILVER – Technology and Telecommunications

Campaign Overview

In Argentina, a significant portion of the population struggles with understanding digital identity and its importance. This gap has contributed to the country ranking third in Latin America for cyberattacks, with 2 billion incidents in a single year. Worldcoin aimed to address this challenge by introducing its World ID, a tool to protect online identity and verify authenticity.

To break through the noise and resonate with Argentines, the campaign leveraged the nation’s love for football. Instead of focusing on the famous Lionel Messi, it highlighted the story of “The Other Messi,” a 56-year-old man from Córdoba whose life was impacted by sharing a name with the global football icon.

Creative Concept

The campaign humorously and authentically connected with audiences by blending Argentina’s passion for football with the need for online security:

• Real-Life Narrative: Told the story of Leo Messi from Córdoba, whose social media presence faced challenges due to bots, scammers, and mistaken identity.
• Trust and Credibility: Showed how Worldcoin helped “The Other Messi” verify his identity safely and securely, demonstrating the practical benefits of World ID.
• Cultural Relevance: Tapped into Argentina’s football culture, which had been reignited by their 2022 World Cup victory.

Execution Strategy

1. Documentary Storytelling: Shared Leo Messi’s real-life story in his hometown with family and friends, building authenticity.
2. Digital Amplification: Used social media, video, and PR to spread the message nationally.
3. Football-Driven Messaging: Bridged the gap between complex technology and everyday life through a relatable football lens.

Impact and Results

The campaign achieved remarkable success:

• Over 450,000 new sign-ups for World ID in Argentina.
• Became the #1 most downloaded app in Argentina.
• 685,000 impressions and 7,945 interactions within the first 36 hours.
• Achieved 98% positive brand sentiment post-campaign.
• 35% increase in brand conversations compared to pre-campaign levels.

Why It Worked

By leveraging a cultural icon in a creative, unexpected way, The Other Messi bridged the gap between a complex product and a relatable, everyday story. This authentic and humorous approach built trust and drove adoption, making Worldcoin a leader in digital identity in Argentina.