ABOUT

The Brief:
Real Madrid were looking to raise awareness and build hype around their 2022 Summer Tour with a range of digital assets optimised for distribution across social media. The tour would take them to the West Coast of the United States, a key area for brand growth for the club, so it was important to achieve an overarching creative style that would allow for multiple assets to be produced. The purpose of the campaign was to engage their global fanbase and educate fans as to when these matches were taking place.

Concept
Our strategic approach was inspired by the iconic match day locations of Las Vegas, Los Angeles, and San Francisco, and aimed to bring the glitz and glamour of Hollywood to football fans through Real Madrid’s very own summer tour blockbuster: a showstopper filled with the biggest and best names of world football.

We developed a concept based around the New Hollywood era that started in the late 1970s with the creative anchored by a central movie trailer and poster and supplemented by a suite of posters that reflected each leg of the tour.

We wanted to tap into the rich history of film by presenting Real Madrid stars as the lead actors, adding a sense of nostalgia and glamour to the campaign, to resonate with existing fans and casual viewers alike.

Execution
To achieve the desired aesthetics of the late 70s and 80s Hollywood posters, we digitally painted all the elements featured on the posters – including players and landscapes – in Photoshop. The typography and style of each poster were tailored to suit the location they were being displayed in.

Once the design of the main poster was approved by Real Madrid, our design and edit teams worked collaboratively on the video to ensure that the overall look and feel of the campaign was consistent across all deliverables, motion and static.
Through our efforts, we successfully delivered a visually stunning and cohesive campaign that met the client's objectives and raised awareness of the club’s tour of the USA.

Results
The campaign successfully reached Real Madrid fans all across the world, resulting in exceptionally high engagement numbers and contributing to increased brand awareness on the club’s various digital channels. Within the initial two weeks, the video trailer garnered over 1M views on Instagram alone, and the posters garnered significant engagement with 2.7M interactions. The campaign received praise from both fans and media and was featured on leading sports news websites in Spain.