{"id":1157,"date":"2020-07-06T11:50:57","date_gmt":"2020-07-06T09:50:57","guid":{"rendered":"http:\/\/somosusted.com\/project\/fc-barcelona\/"},"modified":"2022-01-31T19:17:25","modified_gmt":"2022-01-31T17:17:25","slug":"fc-barcelona","status":"publish","type":"project","link":"https:\/\/somosusted.com\/en\/project\/fc-barcelona\/","title":{"rendered":"FC Barcelona"},"content":{"rendered":"\n<p><em>FC Barcelona&#8217;s Foundation was having a problem of perception among its members and fans<\/em>. 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 <em>first global brand campaign<\/em>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Bar&amp;ccedil;a Foundation - New Rules\" src=\"https:\/\/player.vimeo.com\/video\/305468669?dnt=1&amp;app_id=122963\" width=\"600\" height=\"338\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n\n\n<div id=\"quote-block_5f02ffc81f78c\" class=\"quote\">\n\n\t<div class=\"lg:flex items-stretch justify-between\">\n    \n    \t<div class=\"text-big mb-8 lg:mb-0 lg:w-2\/3\">\n\n    \t\tA brand&#8217;s quality is reflected in the quality of its image. Every penny spent on production counts. \t\t\t\n\t\t\t\n\n    \t<\/div>   \n\n    \t<div class=\"lg:w-1\/4 lg:flex flex-col justify-between lg:text-right \">\n    \t\n\t    \t<div class=\"title-5 line-height\"><\/div>\n\t\t\t\n\t\t\t<div class=\"title-5 line-height text-light-gray xl:text-black\"><\/div>\n\n\t\t<\/div>\n\t\n\t<\/div>\n\n\n\n<\/div>\n\n\n\n\n<p>We didn&#8217;t see the brief as producing a one-shot wonder but as the chance to create and develop a philosophy based on the Foundation&#8217;s brand promise. <em>An idea with great potential, a variety of content and a large number of protagonists<\/em>. A kind of tiki-taka to touch people&#8217;s hearts.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1920\" height=\"1440\" src=\"http:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_print_00_CAST.jpg\" alt=\"\" class=\"wp-image-1402\" srcset=\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_print_00_CAST.jpg 1920w, https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_print_00_CAST-1280x960.jpg 1280w, https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_print_00_CAST-768x576.jpg 768w, https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_print_00_CAST-1536x1152.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<p>The merchandising we created to generate income consisted in <em>postcards from different professional FC Barcelona players<\/em>, with pictures of them from when they were kids. Imatges that show the importance of the values of sport.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1920\" height=\"1440\" src=\"http:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_print_POSTALS.jpg\" alt=\"\" class=\"wp-image-1412\" srcset=\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_print_POSTALS.jpg 1920w, https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_print_POSTALS-1280x960.jpg 1280w, https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_print_POSTALS-768x576.jpg 768w, https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_print_POSTALS-1536x1152.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n","protected":false},"featured_media":1543,"menu_order":28,"template":"","project_type":[25,8,26,6,28,7],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>FC Barcelona | Usted<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/somosusted.com\/en\/project\/fc-barcelona\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FC Barcelona | Usted\" \/>\n<meta property=\"og:description\" content=\"FC Barcelona&#8217;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&nbsp; &hellip; Read more\" \/>\n<meta property=\"og:url\" content=\"https:\/\/somosusted.com\/en\/project\/fc-barcelona\/\" \/>\n<meta property=\"og:site_name\" content=\"Usted\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/somosusted\/\" \/>\n<meta property=\"article:modified_time\" content=\"2022-01-31T17:17:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/fcb_thumb.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"777\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@Usted_TW\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/somosusted.com\/en\/project\/fc-barcelona\/\",\"url\":\"https:\/\/somosusted.com\/en\/project\/fc-barcelona\/\",\"name\":\"FC Barcelona | Usted\",\"isPartOf\":{\"@id\":\"https:\/\/somosusted.com\/#website\"},\"datePublished\":\"2020-07-06T09:50:57+00:00\",\"dateModified\":\"2022-01-31T17:17:25+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/somosusted.com\/en\/project\/fc-barcelona\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/somosusted.com\/en\/project\/fc-barcelona\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/somosusted.com\/en\/project\/fc-barcelona\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/somosusted.com\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Project\",\"item\":\"https:\/\/somosusted.com\/project\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"FC Barcelona\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/somosusted.com\/#website\",\"url\":\"https:\/\/somosusted.com\/\",\"name\":\"Usted\",\"description\":\"A better you.\",\"publisher\":{\"@id\":\"https:\/\/somosusted.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/somosusted.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/somosusted.com\/#organization\",\"name\":\"Usted\",\"url\":\"https:\/\/somosusted.com\/\",\"sameAs\":[\"https:\/\/www.instagram.com\/_usted_\/\",\"https:\/\/www.linkedin.com\/company\/usted-\",\"https:\/\/www.facebook.com\/somosusted\/\",\"https:\/\/twitter.com\/Usted_TW\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/somosusted.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/usted_01.jpg\",\"contentUrl\":\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/usted_01.jpg\",\"width\":1920,\"height\":1280,\"caption\":\"Usted\"},\"image\":{\"@id\":\"https:\/\/somosusted.com\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"FC Barcelona | Usted","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/somosusted.com\/en\/project\/fc-barcelona\/","og_locale":"en_US","og_type":"article","og_title":"FC Barcelona | Usted","og_description":"FC Barcelona&#8217;s Foundation was having a problem of perception among its members and fans. 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