Campaign Purpose
More than 32 million people in Spain (70%) say that they are interested in football. It is an industry in which brands invest more than 350 million euros annually on sponsorship.
Seville's cross-town rivalry, known as "El Gran Derby", stands among the world's greatest football classics. The rivalry transcends football, forming part of the society and culture of a city, Seville, where everything is done in a very passionate way: religion, and leisure, with its world-famous Semana Santa (Holy Week) and Feria de Abril (April Fair), social relationships and, of course, football.
The challenge was to leverage the...