The first week of August saw LaLiga launch its 2021/22 pre-season promotional campaign fronted by Colombian singer-songwriter Camilo and reinforce its global entertainment, technology and emotional positioning to connect with new generations.
The creative is built around a LaLiga Official Remix of one of the musician’s biggest hits ‘Kesi’ and promotes the 13 August start of the new LaLiga Santander and LaLiga SmartBank seasons: which will see the long-awaited return of fans to Spain’s leading football stadiums.
To celebrate their return and build buzz ahead of kick-off, LaLiga teamed up with creative agency La Despensa and Camilo to create a lively campaign with social media iconography and which aims to ‘set the rhythm for the new season’ and showcase the harmony between music and football.
The hero music-video style spot, ‘KESI LaLiga Versión Oficial’, rolled out across television and LaLiga online platforms on 2 August and asks supporters to ‘move and vibrate in unison with music through soccer-influenced choreography.
The #PLAYLaLigaSantander hashtag is the common thread linking the campaign’s supporting creative pieces.
“For us the union of LaLiga and music was something natural, both are passions that raise uncontrollable emotions. The return to the stadiums deserved such a campaign, different, current and that puts the fans at the centre,” explained La Despensa Creative Director Jorge Tabanera.
“As a society, a campaign like this was necessary, which is not just a campaign, but a generous invitation to enjoy and do it from all corners of the world in a global dance,” added fellow La Despensa Creative Director Miguel Olivares.
“Since 2017, thanks to LaLiga’s effort to adapt its content, fans under 24 have grown by 10% in Spain. This season the public is finally returning to the stadiums and it was clear to us that Camilo is the artist who would best help LaLiga to promote this emotion among young people,” outlined LaLiga Global Brand Director Eva López. “Our goal is to unite the fans around the heartbeat of football and, now also, through music,” emphasizes López.
“For me it is a dream to do the LaLiga song for the 21/22 season, this is the first tour of my life and the first concerts have been in Spain, a country that has welcomed me with great affection,” commented Camilo. “Music and football are one; the passion when singing a song and celebrating a goal for your team goes beyond the rational, they make you connect with the present and forget about everything else, it is a magical moment”.
The campaign was briefed by a LaLiga marketing team consisting of Eva López, Anastasia Llorens, Juan Girón and María Fernanda Díaz and created by La Despensa.
The agency team working on the project included Creative Directors Miguel Olivares, Javier Carrasco and Jorge Tabanera, Art Directors Esther Casas and Fernando Militerno, Copywriter Javier García, Director of Social Media And Content Auxi Barea, Director Of Strategic Planning Clara Benayas, Senior Planner Laura Alfaya, Director Of Client Services Sandra Pérez, Account Director Valentín López and Account Executive Lucas Vilela.
The hero spot was helmed by Director Uri Segarra, the production company was Mediapro, the sound studio was Mediapro and post production was handled by Metropolitana.
The youth-focused engagement objective of the campaign is reflected in the fact that GRAMMY-winning singer Camilo is the Latin artist with the most followers on TikTok
The spot, which notched up 602,187 views on La Liga’s own YouTube channel in its first week, sees LaLiga continue to position itself as a global entertainment property rather than a pure sports play and this latest, lively pre-season music-led promotion follows in the footsteps of last year’s all-singing, all-dancing ‘#HayQueVivirla / Where It Lives’ blockbuster with actor Álex González.