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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
- 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.
- 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.
- 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.
Approach
- 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.
- 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.
- 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.
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