A pinch for food. A pinch for good luck.

In Colombia, football and superstition go hand in hand. And luckily for Refisal, a local salt brand, one iconic ritual puts their product right at the center: throwing salt over the left shoulder to reverse bad luck. So, we brought that tradition into football.
We created the ultimate good luck charm for fans-special-edition-single-serve salt packs representing every team in the Colombian league. Using real-time data on losing streaks, we identified the fans who needed it most and distributed the packs in every cityat sports bars, through delivery apps, and stadiums.