Silhouette of a soccer player kicking a ball with blue and red splash background and #SUBELAMAREA text overlay.
COPA WORLD CUP

CREATING A WORLD ANTHEM

For the first time in Panama’s history, their national soccer team, flew to Russia to represent the country in the World Cup. Copa Airlines, the team’ssponsor for the last 14 years, recognized this as a unique opportunity to rally The Red Tide (the fans) , while reinforcing their relationship with the country.

Man wearing glasses and headphones singing passionately into a microphone in a recording studio.Three soccer players in red uniforms celebrating passionately on the field during a match.
CHALLENGE

STANDING OUT
IN THE CLUTTER

Having a voice during the worlds largest single sport event, especially amid the excitement in Panama for their first World Cup invitation would require a big cultural movement.

Soccer player with afro hairstyle wearing a red Panama football jersey, shouting with fists clenched.
Panama national soccer team posing together on a soccer field inside a stadium under bright lights.
ROLE

CREATING
WITH EMPATHY

As Chief Creative Officer at M8 for all of its brands including Copa for the US, Latin America and the Caribbean,  our goal was to create a national movement that would inspire participation , amplify internationally and impact worldwide.

The effort has been so successful that it has inspired a remix for 2026

SOLUTION

A NEW ANTHEM FOR PANAMA

What better way than to foster national pride than through a “New Panamanian Anthem”? Fans and players connect through music in the stadium, and we were able to extend it off the field with a custom soundtrack created with the best of what Panama’s music superstars have to offer so that the connection was with the whole country and beyond.

Three passionate soccer players in Panama national team jerseys celebrating with a red and blue background and a plane silhouette above.
Panama national soccer team posing in two rows on tarmac in front of a Copa Airlines airplane with Panama team branding.
APPROACH

an emotional connection

From inspirational sound track by the most popular musicians of Panama that included the world famous Ruben Blades, Caifanes and Los Rabanes to the amplification of the movement by stimulating a massive surge of UGC social content through PR, social promos and challenges. Youth organizations, schools and soccer clubs shared their celebrations to the rythm of what had now become their soundtrack.  

International media and digital efforts turned ‘Raise The Tide’ into a global phenomenon.

RESONANCE

reverberations
in russia

Penetrating international play lists

The world embraced our anthem, where our client was even pleasantly surprised to witness it played locally in Russia during the event.  

From the official video receiving 7.1 million video views, 25,844,708 post reach, to LaSele”, (the national soccer team) transported in a plane  with the campaign graphics.

The local, regional and global celebration of Panama and Copa Airlines was accomplished.

Collage featuring Panama national soccer team in red uniforms, Copa Airlines planes with national colors, a man singing in a recording studio wearing a red Panama jacket, and text #SUBELAMAREA with fans holding Panamanian flags.

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