The flame lives on
The client
Futbol Club Barcelona, colloquially known as Barça, is one of the most widely supported football teams in the world and it has one of the largest social media fanbase in the world among sports teams.
The project
A 360° campaign to launch the new kit for the 2022-23 season, whose design was inspired by the 20 years anniversary of the 1992 Barcelona Olympic Games.
Geography: Global campaign.
The issue
Barça was living a bad moment, they did not manage to win the most important trophies of the past season so the fans were disheartened or disappointed.
The Insight
For Barcelona, the ’92 Olympics were one of the greatest moments of all time. Not only because the city was reshaped to become the world famous destination that we know today. It was because of the “Olympic spirit”: Everyone felt part of something bigger, everyone was thrilled to participate in it. As that spirit has never abandoned the city, in the same way the passion never abandons Barça’s team or its fans - not even in the darkest times.
The Creative Idea
The flame represents the values of the Olympic Games, that resonate with the values that drive FC Barcelona: friendship, excellence, respect, courage, determination, inspiration and equality. So, the launch of the new kit, inspired by Barcelona ’92, is the perfect occasion to give an uplifting message to the citizens and to all of our Barça fans: The Flame Lives On.
United By The Flame
Historically and all over the world, the men's football players have always been the stars of the stars of football marketing campaigns. It was time to make a change. It might seem a little thing, but organizing the first ever photo shooting were men and women players were posing together has been a challenge. But it was worth it.
