ABOUT

Hisense, a global leader in home appliances and consumer electronics, teamed up with Real Madrid CF to strengthen its brand presence across Spain, Africa, and the Middle East – and tasked us to launch the partnership in a way that would get fans buzzing.

The goal was clear: leverage the cultural cachet of Real Madrid to make Hisense a household name amongst football fans.

Rather than relying on traditional sponsorship messaging, we looked beyond the usual playbook to create a campaign that celebrated the shared champion qualities of Hisense and Real Madrid - reliability, innovating, and an unrelenting drive for excellence.

With just three weeks to launch, our team sprang into action, collaborating with renowned artist and Real Madrid fan @CharlesDrawin to create original artwork that visually captured these shared values.

The artwork became the centrepiece of a multi-channel campaign spanning social, retail, and an on-ground El Clásico event.

A social competition even gave fans the chance to win exclusive hand-painted Hisense products featuring CharlesDrawin’s bespoke Real Madrid artwork.

The campaign garnered buzz not only with fans, but also with the Real Madrid players themselves: 187M+ impressions, 13.4M+ engagements, and over 38.7M video views.

By tapping into the legacy and cultural influence of Los Blancos, Hisense didn’t just launch a partnership – it cemented itself in the hearts of football fans as a brand that understands and shares their passion.