To champion ‘International Day Against Bullying’, the Atlético de Madrid Foundation launched a campaign called ‘Become A Defense Against Bullying’ built around a pair of short films featuring pupils standing up to bullies in school.
The videos, which were created in harness with agency Sra/Mrs Rushmore, are both set in school environments (the canteen and the playground) and feature a young boy and a young girl being bullied before they are defended by Atlético shirt wearing classmates.
The spots, which were launched immediately ahead of 2 May’s ‘International Day Against Bullying’ feature familiar situations that are sadly all too common in schools around the world.
The imagery and copy aims to reflect the club’s values and the team’s approach on and off the pitch. They reflect Atlético de Madrid’s belief that ‘A good defense wins the game’.
‘Defending is not being silent. It is to act, standing up to injustices match by match. Courage not to behave like the rest and heart to empathize with those who suffer and need help.
The two spots serve as the launch phase of a new project initiated by the Fundación Atlético de Madrid in which the organisation and the team will collaborate with schools in the Community of Madrid which include talks by first team and academy players and professionals which aim to raise awareness of the problem of bullying.
The ‘Defense Against Bullying’ bullying campaign was created for Atlético De Madrid by a team at agency Mrs Rushmore where the team included Creative President Miguel García Vizcaíno, General Creative Director Marta Rico, Creative Directors Elena Delgado and Ángela Cadiñanos, Creative Editors Marc Xifré and Judith Barrachina, Art Directors Gonzalo Palacios and Helena Moreno, Account Director Patricia Ferrater, Account Executive Violeta Medina, Agency Produce Santiago Romero, Producer Harry, plus Director Ayala, Executive Producer Marta Pérez de Tudela, Production Manager Jaime Cruz, DOP Oriol Vil and the sound studio was Sonomedia.