A powerful Spanish campaign by lottery brand ONCE, led by a TVC called ‘Every Day, New Champs’, focuses on its support for disability sport and focuses on teamwork, trust and solidarity as the best capacities to overcome barriers.
Launched on 10 February and created by agency Ogilvy Spain, the hero spot was directed by Javier Fesser.
The ad begins with a ONCE saleswoman, para-athlete and football team captain Anna heading off to futsal. When she arrives she and her teammates are unable to play because another team won’t leave the pitch. As the story plays out, the script and the action fits with the personality of the player protagonists.
The messages are about equality, effort, self-esteem, self-confidence and teamwork: the values that demonstrate and drive people with disabilities and how ONCE supports them.
As the spot states: “Every time you play the ONCE, you make thousands of people with disabilities become new champions.”
The campaign launched on 9 February and spanned TV, radio, digital, RRSS, OOH and PR.
“I am excited to be part of a project with so much meaning”, said Director Fesser. “As the creator of the Champions universe, I love being able to speak and show other looks, other circumstances and people that never stop giving me lessons and surprising me.”
Chus Rasines, Executive Creative Director of Ogilvy Spain, explained: “When we were thinking about the creative idea of the campaign for ONCE, we were clear that we wanted to continue with Champions, because there really is a natural synergy between both brands that allows us to create content that connect with audiences and push advertising to the limits of entertainment. We also knew that we had to evolve that idea and that is why we created Campeonas, which in addition to having new protagonists, is a story that empowers women with disabilities and further reinforces the ONCE message “When you play, we all play.”
The campaign was created for the ONCE marketing team of Antonio Mayor, Javier Nogal, Pablo Sierra, Blanca Gutiérrez and Regina Ruiz by Ogilvy Spain.
The agency team on the project included Executive Creative Director Chus Rasines, Client Services Director Nuria Dolader, Creative Director Ramiro Alda, Art Director Jorge Calvo, Accounts Supervisor Rocío Dobarco, Accounts Executive Antonio Ortega, plus Senior Planner Ana Fernández, Production Manager Aaron Lago and Producer Sara Suárez.
The production company was Pendelton Movies with Director Javier Fesser, Executive Producer Luis Manso, post-production was by Colorgrading, the sound studio was Cinetik Audiovisual and media was handled by Zenith.
Comment:
This campaign is a semi spin-off from the successfully film ‘Campeones’ which ONCE launched last year.
This new work sees the brand’s #Champs team swap basketball for futsal with just the same love and determination.
Links:
ONCE
Ogilvy
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