Juggle Challenge

Objective

FC Barcelona partnered with Swiss watchmaker Maurice Lacroix to launch a global interactive campaign designed to engage fans in creating a record-breaking achievement. Timed to coincide with the start of UEFA Euro 2016, the "Juggle Challenge" invited football enthusiasts worldwide to participate in building the world's longest collective juggling video during a limited-time window (June 13–July 11, 2016), combining fan-generated content with the sport's core skill set.

Solution

An HTML5 interactive web experience (jugglechallenge.com) where participants filmed themselves performing 15-second keep-ups (juggling with a ball or any object, selfie sticks allowed) and submitted their videos. FC Barcelona players kicked off the challenge on June 13 by starting a virtual Maurice Lacroix watch whose running time grew with every video submitted, building toward the collective record. All submissions were aggregated into a spherical mosaic visualization that users could explore and click through to watch individual participant videos, creating a collaborative digital monument. The platform featured adaptive responsive design, WebGL rendering, and social media integration. Prizes incentivized engagement across three categories: Maurice Lacroix watches from the Pontos collection went to the three most-liked videos; three most creative submissions won limited-edition FCB watches designed by Maurice Lacroix's design team (a Masterpiece, a Pontos S, and an Eliros Chronographe); and a panel of FC Barcelona experts selected keep-ups filmed in the three most original locations, with the overall winner earning a trip to Barcelona. The site was built by agency We Make Something.

Results

The campaign's site received an Awwwards Honorable Mention (June 14, 2016), scoring in the 7–8.4 range across the Design, Usability, Creativity, and Content categories.