American Eagle - The New “Águila”
Instead of launching a traditional fashion campaign, we turned Jorge Campos’ collection launch for American Eagle into a cultural phenomenon. We tapped into one of the biggest rivalries in Mexican football between Pumas and Club América, the latter known as “Las Águilas” (The Eagles), the lifelong rival of the club where Jorge Campos became a legend, to make people believe he was switching sides.
The stunt sparked a massive social media conversation before revealing it was all part of the collection launch. Rather than simply talking about football, the brand became part of the conversation, transforming a product launch into a cultural moment that all of Mexico was talking about.
The stunt sparked a massive social media conversation before revealing it was all part of the collection launch. Rather than simply talking about football, the brand became part of the conversation, transforming a product launch into a cultural moment that all of Mexico was talking about.
