SoccerJack
- Client
- Jack in the Box
- Campaign
- SoccerJack · 2010 World Cup
- Agency
- Orcí
The Client
Jack in the Box is a U.S. fast-food restaurant chain. During the 2010 World Cup, it wanted to join the conversation around soccer with Hispanic audiences.
Jack got into the game.
One familiar brand icon became a soccer fan with a voice of his own.
The Challenge
Find a way for Jack in the Box to take part in the 2010 World Cup conversation with U.S. Hispanic soccer fans across more than a single ad.
The Idea
Jack in the Box gave away a Jack antenna ball with certain meals. We took that piece of merchandise and turned it into SoccerJack: a character who lived and breathed soccer, with his own personality, opinions and stories throughout the tournament.
The Work
More than 30 short online films gave SoccerJack an ongoing voice. Facebook conversations, retail activations, merchandise and in-store materials extended the character beyond the videos. Fans even created and shared their own SoccerJack videos.
Contribution
Creative direction, concept development and copywriting.
