{"id":20158,"date":"2025-07-25T15:00:00","date_gmt":"2025-07-25T14:00:00","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=20158"},"modified":"2025-07-28T13:18:07","modified_gmt":"2025-07-28T12:18:07","slug":"the-1v1-world-crown","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/mas-by-messi\/the-1v1-world-crown","title":{"rendered":"The 1v1 World Crown"},"content":{"rendered":"<div class=\"lazyblock-video-hChPf wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1105108807?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-ZofPDQ wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p>Football icon <strong>Lionel Messi<\/strong> launches <em>\u2018The 1v1 World Crown\u2019<\/em> &#8211; a global 1v1 football tournament that marks the cultural debut of his new performance hydration brand, <strong>M\u00e1s+ by Messi<\/strong>.\u00a0<\/p>\n<p>The experiential campaign is a global call-to-compete in a 1v1 football tournament backed by the GOAT himself, <strong>Messi<\/strong>. Kicking off in August, \u2018<em>The 1v1 World Crown\u2019<\/em> will activate live qualifiers in Los Angeles on 2nd August, followed by Toronto on 16th, London on the 23rd, Dublin on the 6th September and culminating in a final in Miami on 19th September. At each event, self proclaimed local \u2018ballers\u2019 can <strong><a href=\"http:\/\/masbymessi.com\/pages\/1v1-pre-qualifiers\">sign up<\/a><\/strong> for a shot at global recognition, with the final judged by <strong>Messi<\/strong> himself.<\/p>\n<p><em>\u2018The 1v1 World Crown\u2019<\/em> is the first global campaign for <strong>M\u00e1s+ by Messi<\/strong> and a bold step away from traditional product endorsement. At the centre of the campaign is a hero social film featuring <strong>Messi<\/strong> not as just an endorser, but as the gatekeeper of a new world where the next generation of greatness can rise through 1v1.\u00a0<\/p>\n<p>The campaign was teased earlier this week when shots of <strong>Messi<\/strong> carrying a mysterious gold box around Miami were seeded to influencers &#8211; an idea created by global challenger network<strong> VCCP<\/strong>.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>The bold campaign was created by <strong>M\u00e1s+ by Messi<\/strong>\u2019s global creative agency of record <strong>VCCP<\/strong> and brought to life by <strong>VCCP<\/strong>\u2019s global content creation studio <a href=\"https:\/\/www.wearegirlandbear.com\/\"><strong>Girl&amp;Bear<\/strong><\/a>, with experiential led by <strong>VCCP<\/strong>\u2019s retail and experience team. Consumer PR was led by <strong>VCCP<\/strong> and web design was led by digital experience agency <a href=\"https:\/\/wearebernadette.co\/\"><strong>Bernadette<\/strong><\/a>. Event management and production was led by <strong>Messi<\/strong>\u2019s new production company <strong>525 Roasario<\/strong>. <strong>VML<\/strong> led on UX for the website and CRM comms plan.<\/p>\n<p>The campaign has been designed to earn attention organically: throughout the campaign, real-time content will be leveraged, including social-first films and bespoke graphics, amplified by influencer content.<\/p>\n<p><strong>Sophie Van Ettinger<\/strong>, <strong>Vice President Global Brands<\/strong> at <strong>Mark Anthony Group<\/strong> said: \u201cWe didn\u2019t want to just show <strong>Messi.<\/strong> We wanted to build a world that reflects what he stands for. <em>\u2018The 1v1 World Crown\u2019<\/em> is pure football energy. This is a brand launch that gives power to the people who play, not just those who watch.\u201d<\/p>\n<p><strong>Julian Douglas<\/strong>, <strong>Group CEO<\/strong> at <strong>VCCP<\/strong>, added: \u201c<strong>Messi<\/strong> is the greatest 1v1 player of all time, and his new hydration drink, <strong>M\u00e1s+<\/strong>, is here to fuel a new generation of ballers. So we didn\u2019t want to do just another product ad. We built a world fans can step into, with real events, real cities, and real stakes. <em>\u2018The 1v1 World Crown\u2019<\/em> isn\u2019t just a campaign. It\u2019s game on.\u201d<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-90GbE wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        \u2018The 1v1 World Crown\u2019 is pure football energy. This is a brand launch that gives power to the people who play, not just those who watch. \n        <cite>Sophie Van Ettinger, Vice President Global Brands at Mark Anthony Group<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":66,"template":"","class_list":["post-20158","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"20154","hero_video":"","hero_image":{"ID":20159,"id":20159,"title":"Lionel Messi Launches \u2018The 1v1 World Crown\u2019","filename":"Messi-1.jpg","filesize":354294,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/mas-by-messi\/the-1v1-world-crown\/attachment\/messi-1","alt":"Lionel Messi seated on a sofa, holding a pink M\u00e1s+ drink can, wearing a navy hoodie, with a tropical garden visible behind him.","author":"66","description":"Lionel Messi sits at home in Miami, holding a can of M\u00e1s+ - the performance hydration drink backing his new global football initiative, \u2018The 1v1 World Crown\u2019. Dressed in a branded M\u00e1s+ hoodie and relaxed shorts, Messi introduces the tournament designed to discover and celebrate the world\u2019s best 1v1 footballers.","caption":"Lionel Messi announces \u2018The 1v1 World Crown\u2019 - a new global football tournament spotlighting the world\u2019s best 1v1 players.","name":"messi-1","status":"inherit","uploaded_to":20158,"date":"2025-07-28 11:58:00","modified":"2025-07-28 12:01:43","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-768x720.jpg","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Lionel Messi Launches \u2018The 1v1 World Crown\u2019 - A Global 1v1 Football Tournament","meta-description":"Lionel Messi invites the next generation of footballers to battle for the crown in a bold new 1v1 tournament. Backed by M\u00e1s+, \u2018The 1v1 World Crown\u2019 kicks off with a global call to players who dare to take the game on.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/07\/Messi-2.jpg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["10"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/20158","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/66"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=20158"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}