Inter Santa Clues
Inter's first Christmas campaign with a secret message hidden in the sweater.
A Christmas jumper turned into a cipher, with a whole fanbase trying to crack it.
Another year, another Christmas campaign.
Every December a club has to say something about Christmas, and most of it has been said before. This time the brief came in as a request to push a product.
“We need to sell this jumper.”
The jumper was covered in odd symbols: footballs, boots, trees, badges and hearts on a blue and black grid. They made it awkward to photograph, and nobody had really looked at them.
“What if Inter is trying to tell us something? A secret message, maybe.”
Tech, cyber, and Easter eggs in the background.
We went for a tech and cyber look and kept reusing the campaign's own pieces: the symbols on the jumper, the operation logo, and bits of code hidden in the backgrounds for anyone who looked closely.
Three videos, one cipher, a clue on every touchpoint.
- Hero video: Nicolò Barella plays an undercover agent, Alessandro Bastoni the mastermind, Milan Škriniar and Matteo Darmian the crew. The jumper gets stolen.
- The key: helped by the women's team players watching from below, Bastoni spots a hooded figure on the roof of Inter HQ hacking the screens. The first clue appears.
- The hunt: the other clues turn up in interview graphics, the Instagram bio, player content and videos. Fans piece them together themselves.
- The reveal: under the hood is Marco Materazzi, Inter legend and 2006 World Cup winner. He reveals the message.
- The prize: a landing page with exclusive downloads and a contest for an experience at the stadium.
Results
“For the very first time, Inter beats Juventus in numbers on social media.”
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