Rolling out from 21 November, leveraging the side’s opening game in the 2022 FIFA Men’s World Cup, the Royal Spanish Football Federation (RFEF) sought to build excitement around the match and support for the national team through a campaign called El Gol de Todos / Everyone’s Goal’.
Focused on the legendary goal scored by midfield icon Andrés Iniesta that saw Spain win the Men’s World Cup for the first time in 2010 and built around the idea that the moment has been tattooed onto the memories of all Spain fans, .
Appealing to fan nostalgia, the campaign was devised by independent agency SUGAR ON TOP and spearheaded by a spot spanning TV, digital and social platforms across the country.
The 40-second hero film, titled ‘Volvamos a Vivirlo / Let’s Live It Again’ showcases how a fan got a tattoo of the historic goal from the 2010 World Cup in Johannesburg, South Africa and how fans hope to repeat the same emotions in Qatar 2022.
En la piel, en la memoria, en el corazón… #ElGolDeTodos #VamosEspaña | #Catar2022#SomosEspaña https://t.co/Nd7duUnuss
— Leyendas España (@leyendasespana) November 21, 2022
Blending nostalgia with hope, the 21 November campaign launch was timed to leverage Spain’s first game of the group stage of Qatar 2022 when La Roja took on Costa Rica on 22 November team.
The campaign was accompanied by a series of graphics reflecting the move that generated Iniesta’s goal and the designs were adapted to t-shirts and prints that are being distributed to fans through social media contests and national raffles.
The creative is further supported by additional content featuring a line-up of Spanish football legends – including Paco Buyo, Juan Señor, Álvaro Arbeloa and Joan Capdevila – who share their own personal experiences of the 2010 ‘El Gol de Todos’ across their own social channels and by other Spanish national sporting associations.
¿Quién se podría olvidar de este momento?
❤️❤️ ❤️❤️ https://t.co/JvulDBlSxM
— Comité Olímpico Español (@COE_es) November 22, 2022
‘Everyone’s Goal’ was created for a client marketing team at the Royal Spanish Football Federation which included Pablo García-Cuervo, Enrique Yunta, Javier Domínguez and Ladis García by a group at agency SUGAR ON TOP which was led by General Creative Director Daniel Palencia, Creative Director Gonzalo Arce, Director of Strategy and Innovation Sofía Requeijo, Director of Audiovisual Production Stain García, while audiovisual production was handled by Crisol CM Natasha Luis and edit by Nacho Design.
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This isn’t the only campaign running in Spain during Qatar 2022 which focused on that famous World Cup winning goal in South Africa 2010.
Spanish food brand Navidul teamed up with Andrés Iniesta himself to highlight the flavour and quality of its Iberian ham in a Christmas 2022 spot that pays tribute the the simple pleasures in life.
The ham brand’s spearhead spot was filmed in Kobe (Japan) where the footballer has lived since 2018 and was created by agency The Cyranos. The approach aims to humorously reflects the evolution of the footballer’s life in Japan in the form of a day-to-day diary focusing on food and culture how the closer it gets to Christmas the more he misses his home town Fuentealbilla.
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