Spanish clothing brand Mango unveiled huge banner style billboards and public transport ads in two of Spain’s biggest cities – Barcelona and Madrid – which carried copy lines critical of France and Atlético de Madrid star Antoine Griezmann in the unbranded tease phase of a tease-and-reveal brand campaign called ‘Move Forward’ which focused on not giving up and self-improvement to overcoming challenges and achieve goals.
The campaign promoting the clothing retailer’s new male collection initially highlighted some of the negative criticism aimed at most high profile figures in unbranded ads which included the ‘Move Forward’ tagline. These OOH billboards featured some of the harshest criticisms of the player ambassador (who has already appeared in several previous Mango marketing initiatives) in the form of genuine quotes from the national and international media, as well as comments sourced from social media – such as “Griezmann is bad as a toothache”.
By not including the brand name, the tease phase generated buzz and interest amongst passers-by and this then jumped over into the media and social spaces. Then, 48 hours later, the banners fully unfolded to reveal that Mango was the brand behind the initiative.
The OOH strand was then followed by the launch of a hero ‘Move Forward’ video on 24 April across Mango’s digital and social platforms which was backed by additional, more product-focused social content.
The spot outlined how ‘Move Forward’ is the new Mango Man concept and represents ‘an attitude to life in which learning and resilience are fundamental tools for growth in the face of adversity’.
The copy also stated that alongside Griezmann, with whom Mango shares the values of overcoming and self-improvement and who recently reached his second FIFA World Cup Final, the brand encourages viewers/consumers ‘to move in the only direction that leads to success’.
The campaign’s objective was to highlight the importance of not giving up and to encourage and support people to overcome challenges and reach their life goals. Mango aims to bring this ‘spirit of self-improvement’ message to life through its work with the footballer and has used this attitude ‘to overcome the personal and professional obstacles that have crossed his path on the route to success’.
Mango’s creative outlines how, as a child and a teen, the French star was told that he was never going to become a professional footballer, but he then worked hard to overcome a series of challenges to play for one of Spain’s top teams and become a World Champion.
“Move Forward is an expression that represents my life and connects me with Mango Man, its values, style and characteristics of the garments,” explained Griezmann who also added that in difficult moments he has never stood by or shirked a challenge. “After falls and failures, I always get back up. I simply try harder, again and again as I look ahead and pursue my next goal.”
“Griezmann is a global benchmark in the field of sport and an example of resilience that has prevailed over difficulties and criticism throughout his career. He is the perfect ambassador to illustrate the spirit of achievement of ‘Move Forward’,” explained Mango Director of Communication and Institutional Relations Pilar Riaño. “This new brand concept reflects Mango Man’s essence of accompanying today’s man in his daily challenges so that he can give the best version of himself and achieve what he wants thanks to garments with technical or improved properties.”
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