Spanish multinational electric utility company Iberdrola activated its partnership with the Royal Spanish Football Federation / Real Federación Española de Fútbol (RFEF) to leverage FIFA’s 2023 Women’s World Cup with a campaign championing the Spanish women’s national team called ‘Extended Fields / Campos Aliados’.
The Bilbao based company created what it claimed was the largest football field in the world to build support for the tournament in general and for ‘La Roja / The Red One’ in particular.
Created by agency Sra Rushmore produced by Lee Films, the energy group launched its campaign on 11 July (ahead of the 20 July kick-off) to support what is a key moment in women’s sport by ‘building an incredible playing field’.
The integrated campaign features Barcelona midfield star, Ballon d’Or winner and Spanish women’s national team skipper Alexia Putellas calling on Spain’s leading female sports stars – including Spain’s karate Olympic gold medallist Sandra Sánchez, swimmer Ona Carbonell, weightlifting champion Lydia Valentín, Paralympic athlete and acrobatic gymnast Desiré Vila and taekwondo Olympic medallist Adriana Cerezo – to draw lines which eventually form the world’s biggest football pitch.
The giant pitch acts as a symbol of support for Spain’s national team as its heads for Australia and New Zealand.
This is how Iberdrola and Ms. Rushmore have expressed all their support for female athletes, highlighting the very good moment that women’s sports are experiencing, which has achieved recognizable growth, going from having very little space in the sport but little by little they have been expanding their playing space with great effort until they have the “biggest field in the world”.
The full length, 90-second hero film dropped on 11 July and included copy stating: ‘Together we are making the pitches more beautiful every day. Today is our Spanish Women’s Soccer Team, tomorrow there will be others. #TheyPlayWeAllDream’
The spearhead spot was supported by various cut downs and edits for TV and social platforms.
The activation programme is also backed by additional team and tournament related online content.
The campaign was created for a client marketing team at Iberdrola which included Nicolas Cuneo, Juan Carlos Bores, Sandra Ruiz de Somavia, by a group at agency Ms Rushmore led by Creative General Director César García, Creative Director & Head of Digital Ezequiel Ruiz, Head of Planning Raquel Espantaleon, CEO Clemente Manzano,
Creative Director David Titos, Creatives Álvaro de la Fuente, Sergio Morales, Mikel Sánchez and Joaquín Cuadrado, Account Director Gabriela Laiseca, Account Supervisor Ramón Valverde and Account Executive Alicia Caballero, plus Agency Producers Isabel Gálvez and Marta Cid.
The production company was Lee Films with Directors Isis Malpica and Gonzalo Oliveró, Directors Isis Malpica and Gonzalo Olivero, Executive Producers Ángel Recio and Iván Fernández, Producer Irma Borrel and Post-Producer ChusCarrera.
The sound studio was Isilik Studio with music composed by Luis Ortega with cellist Margarida Marino and piano arranger Alex Aller.
Comment
Iberdrola has supported women’s sport for several years and Spanish women’s football since 2016: including sponsoring the Primera Iberdrola, the Reto Iberdrola, and the Spanish national women’s football teams, plus the Queen’s Cup and the Spanish Super Cup.
Since when it has not only backed the women’s game financially, but also benefitted from the sport’s growing popularity which has seen it move to free-to-air television with some matches played in some of the team’s main stadiums And has seen Spain win the U-20 and U-17 World Cups, and the U19 European Championships and helped drive a 51% increase in women’s football federated licenses between 2016 and 2021.
As well as sponsoring the Spanish national team, the parent company’s divisions in Brazil (Neoenergia) and Scotland (ScottishPower) also partner with the Brazilian Football Confederation’s women’s team and the Brasileirão Femenino Neoenergia, as well as the Scottish FA and Women’s Scottish League.
Its other activation and marketing initiatives around Spanish women’s football have included a branded women’s football podcast called ‘FutbAll’ and the ‘We Are Red, We Are Green’ campaign which launched in 2016 and continued through 2022.
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