Client: Propeller Strategies | Televisa | Univision
Project: Elevating ‘This is Not a Ball’ with an Integrated Communications
StrategyIndustry: Film, Media, Social Impact
Market: US and Latin America 

In June 2014, Netflix premiered This is Not a Ball, a visually stunning and socially impactful documentary produced by Emilio Azcárraga, Bernardo Gómez, and Videocine (Grupo Televisa). Directed by Vik Muniz and Juan Rendón, the film explores soccer’s universal power to unite people across cultures and borders.

Traveling through nine countries—including Brazil, Mexico, the U.S., Germany, Pakistan, Japan, and Burma—Muniz crafts a major art installation using 20,000 soccer balls, creating a visual narrative that blends art, sport, and social change. The film also introduces #PassTheBall, a social movement supporting organizations that use soccer to drive positive change in underserved communities.

Hilo was brought on board to develop and execute a strategic communications campaign, amplifying the film’s reach in the U.S. market and supporting its global launch in Rio de Janeiro.

Approach

1. Integrated Communications & PR Strategy
   
   • Developed a multi-channel communication plan targeting mainstream media, art, film, and sports audiences.
   • Managed media relations to secure high-profile press coverage and strategic interviews.
   • Created compelling content that positioned the film as both a cinematic experience and a social movement.
2. Digital & Social Media Strategy
   
   • Designed a content-driven digital strategy to engage soccer fans, art lovers, and social impact communities.
   • Activated influencers and leveraged social media conversations around soccer’s cultural impact.
   • Drove audience participation in the #PassTheBall initiative, encouraging real-world action beyond the film.
3. Event Production – Global Launch in Rio de Janeiro
   
   • Assisted in organizing the high-profile premiere in Brazil.
   • Coordinated with Fundación Televisa and Streetfootballworld to enhance the event’s impact.
   • Managed on-ground communications and digital amplification for the launch.

The Results

• Successfully positioned ‘This is Not a Ball’ within key U.S. media, securing features in major publications.
• Amplified #PassTheBall, creating a tangible social impact beyond the film.
• Helped drive audience engagement on digital platforms, generating buzz before and after the premiere.
• Ensured a successful global launch event in Rio de Janeiro, bringing together influential stakeholders in sports, media, and social development.

By executing a strategic, multi-faceted campaign, Hilo helped This is Not a Ball transcend beyond a film into a global social movement. Our work connected storytelling with social impact, ensuring that both the documentary and its cause reached the right audiences, inspiring action worldwide.