CR7 Underwear Launch
NewMedia Creative Technology Studio was commissioned by MC Saatchi London to support the global launch of Cristiano Ronaldo’s personal brand campaign: CR7 Underwear. Our role was to bring boldness, creativity, and impact to the forefront of the campaign by executing a series of guerrilla-style projections in some of the world’s most iconic urban landscapes.
The concept was clear—make a statement that couldn't be ignored. The campaign called for large-scale, nighttime projections of Cristiano Ronaldo wearing his CR7 line, displayed on the façades of landmark buildings across major international cities. This unorthodox approach captured the attention of passersby, the media, and social networks alike.
The activation took place in seven global hotspots: New York, Paris, London, Berlin, Milan, Lisbon, and Madrid. Each projection site was carefully selected to maximize visibility, cultural relevance, and social buzz. The spontaneous nature of the installations added an element of surprise and urgency that fit perfectly with the “guerrilla” tone of the campaign.
By combining advanced projection mapping techniques with a striking visual message, NewMedia helped elevate CR7’s personal brand and drive global conversation. The campaign was a perfect fusion of high fashion, urban media, and digital-era virality.
We’re proud to have been part of this bold, high-impact global activation that blurred the lines between advertising and public art.