Team Makes Me

This time around I was asked to co-lead the teams that would take Milo one step closer to becoming an iconic global brand.

In another international effort that involved many collaborators and stakeholders, we designed the next stage for the brand to consolidate the success of the ongoing Champ Squad.

This new stage centred around a global partnership with and sponsorship of FC Barcelona, a unique football team whose values mirror those of Milo.

The partnership kicked off with a global announcement produced in record time and under the expected time restrictions of the stars.

Regardless of those constraints and the limited acting ability of the footballers, the idea took all that into consideration and the end result is still fresh and on-brand.

With the benefit of additional time, the team in Colombia developed the final platform: #teammakesme.

To bring the vision of the sponsorship to life, we took Milo’s scattered grassroots programmes and gave them a full global makeover.

We brought all local grassroots initiatives under one common global umbrella: the Tiki-Taka Championship, in honour of the club’s iconic playing philosophy.

Now all Milo football workshops have ties to the regional FCB football clinics and all local championships lead up to one common fixture. The top prize is the chance for 11 kids from all over the world to visit Camp Nou stadium in Barcelona so they could train with the star coaches.

The new training and championship formats are powered by the Tiki-Taka ball. A smart football ball that tracks passes, speed and moves to provide coaches and young players with invaluable data on their progress.

The 4-year sponsorship deal gets updated regularly through new content that uses the stars to pass messages of encouragement to children from all walks of life.