Remember: on February 14, Paris Saint-Germain played against Caen at Parc Des Princes. For most players, this game was just another day on the job. For Zlatan Ibrahimović this was his most important game to date. In the second minute of the game Zlatan scored and took his shirt off, got a warning and revealed that underneath his sweater he had 50 new names tattooed to his body. Names of people he’d never met, but still wanted to keep close. Names of some of the 805 million people suffering from hunger today. People that The United Nations World Food Programme aims to help. The campaign reached over 877 million people, with 3.95 million social interactions, 16.1 million combined views and approximately 4500 news articles. One Saturday Afternoon talked to Andreas Malm from Swedish advertising agency Forsman & Bodenfors, about Zlatan and the origins of the campaign.
Who initiated this great stunt, to link Zlatan to hunger?
“It all started two years ago. Helena Seger, Zlatans wife, was contacted by Marina Catena from the World Food Programme. Immediatly she felt that this project was something they had to to.”
Who came up with the actual idea, how did Zlatan react?
“The idea was created by the team att Forsman and Bodenfors. Zlatan loved the idea immediately.”
When did the actual drawing take place? Didn’t it interfere with PSG-coach Blanc’s schedule?
“It was carefully planned so it wouldn’t interfere with any other schedule. The tattoos were put on by two different occasions. Once when we did the first part of the film. And then at the actuall event…wich also became the end of the film.”
Did you dream he would score with a kung-fu kick, or did he plan to do that as well?
“Of course there is never a guarantee. But then again Zlatan is Zlatan. So it was expected. I was confident.”
And what about yellow card?
“This campaign can save a life. A yellow card is a small price to pay.”
And as for Zlatan? Can he become bigger, as a brand?
What would be you dream assignment with him, for that matter? Something with the universe and God maybe?
“Haha. To make a campaign for a new brand. Created by Zlatan himself.”
Click here for campaign website World Food Programme