Playing Away, Buying at Home
Continuing the branding theme "On visc, on compro" (where I live is where I shop), this time we focused on elite athletes from Rubí, and there are quite a few. Of all the possible disciplines, we opted for team sports as it gave us lots of room to play with (never better said) in producing the campaign.
Rubí has teams that compete at an elite european level in women’s water polo and indoor football, as well as men’s and women’s inline hockey. They train hard and are able to compete in professional leagues despite the fact that their economic resources, more often than not, are more like those of an amateur team. These are admirable athletes who, for different reasons, also prefer to shop locally.
To create a connection with the athletes (even though lots of them are already very well known in Rubí) we thought of funny circumstances in which they would appear out of context, doing some shopping while still wearing their sports kit.
Among other online and offline material, we installed large advertising banners with the campaign image in the same sports arenas where the athletes who feature in the campaign train and compete. In this way, we wanted to connect local commerce with the fans who fill the stands during the games, and also create ties with the social fabric (families, etc.) of the junior teams of the clubs.