Usted. A better you.

Usted

New rules

Challenge

Redirect a misperception of the brand's mission.

FC Barcelona’s Foundation was having a problem of perception among its members and fans. Most people thought its purpose was to discover future footballing talent but in fact its work was aimed at using sport to help integrate and encourage values among children suffering from problems such as bullying, illness, war or the risk of poverty. To sort this out, the Foundation decided to launch its first global brand campaign

A brand’s quality is reflected in the quality of its image. Every penny spent on production counts.

We didn’t see the brief as producing a one-shot wonder but as the chance to create and develop a philosophy based on the Foundation’s brand promise. An idea with great potential, a variety of content and a large number of protagonists. A kind of tiki-taka to touch people’s hearts. 

The merchandising we created to generate income consisted in postcards from different professional FC Barcelona players, with pictures of them from when they were kids. Imatges that show the importance of the values of sport.

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