This project was done for the activation of the partnership between Bwin and Atletico de Madrid Football Club. It was the first project made between these brands, and the objective was to increase the awareness and engagement of Bwin through a campaign based on this new sponsorship. Atleti is a club with a legendary spirit, capable of facing any challenge, no matter how difficult it seems, and we had the opportunity to show this spirit to the fans of the club and to the football fans in general, showing how a global brand is able to understand and get to the heart of a historic football club.
Elche, Alicante, November 21, 1994, known as Saúl, is a midfielder in the Club Atlético de Madrid. As a Spanish international, he has gone through all the lower categories of the national team, proclaiming himself European U-19 champion in 2012; Saul has played for 8 years in Atleti now with only 23 years wearing the band of Capitan.
“Whith only 11 years I left home to be able to wear this t-shirt” – #Ibetonatleti
José María Giménez
José María Giménez signed with Atlético de Madrid in 2013-14 season. He debuted on September 14, 2013, in a match at the Vicente Calderón against Almeria that ended with a result of 4-2 who qualified the rojiblancos for the next round. Jose arrived at a young age to the Atleti, leaving his family and his country to chase a dream.
“I came by my own, form the other side of the world just to play in here” – #Ibetonatleti
During the 2010-11 season, Club Atlético de Madrid had 4 foreigners on the squad. The first two places were decided, but the third should be disputed during the preseason Eduardo Salvio and Diego Costa. Finally, Diego Costa has been one of the main stars of the Atleti in three different seasons. Probably he would retire being a roji blanco.
“All the love I have for football, all belongs to Atleti” – #Ibetonatleti
The hashtag #Yoapuestoporelatleti
Twitter and Instagram was the epicentre of the campaign where true fans inspired by the content pieces did post multiple stories, the prize for the best storie was a match with friends in the Wanda metropolitan stadium.
Creative Director: Isahac Oliver
Head of art: Nacho Ginestra
Copywriter: Albert Vilar, Inés Masip
Art Director: Javier Eraso
Director: Vicente Gil Ginestar