Findasense Presents its Successful Case Study "Retiring Species" for Fundacion Con Vida

Nov. 05, 2024

Findasense, part of TP Infinity and a 360 creative agency specialized in Brand Experience, presents its successful case “Retiring Species” for Fundación con Vida, developed in the context of the Copa America.

At a decisive moment when many football legends are nearing the end of their careers, and leveraging the attention generated by the world’s oldest national team tournament, Findasense and Fundación con Vida used social media conversations to raise awareness about endangered animal species. Without any budget, and in an environment dominated by football, they highlighted the true “retiring species” with a powerful message about wildlife conservation.

"Retiring Species" captured the public’s attention by creating an emotional and visual bond that resonated with the audience, achieving outstanding results. The campaign, which featured four impactful visuals, was displayed in media and public spaces frequented by fans. In the first week, visits to the foundation’s website increased by over 1000%. The social media community grew by more than 60%, and interactions rose by 2000%. Without any media investment, earned media was multiplied by 9 compared to previous campaigns. Additionally, those who donated through the foundation’s website automatically received a collectible NFT featuring an exclusive design of one of the campaign’s jerseys. Donations increased by over 350%.

The four prints represented four well-known football players approaching retirement, with their jerseys featuring the texture of an endangered species’ fur along with their nickname. For instance, the Ethiopian ibex symbolized the G.O.A.T., the greatest star of the Argentine national team (with only 500 individuals remaining worldwide). The Bengal tiger was associated with Colombia's all-time top scorer (occupying only 5% of its historical range); the panther referenced the emblematic goalkeeper of Costa Rica’s national team (with an estimated population of between 14,000 and 16,000 individuals); and the arctic fox symbolized the Italian-Peruvian forward of the Peruvian national team (in 2022, only around 450 individuals were recorded in Norway, Sweden, and Finland).

This visual fusion, in addition to highlighting the connection between athletes and animals, brought attention to the urgency of protecting these species before it’s too late.