Given that Athletic Bilbao is such a special club - employing only local players – and it was a campaign for their away kit, we decided to flip a jersey’s natural progression: its fans would fill it with memories of Bilbao before presenting it to the players to proudly sport during away games.

The campaign was launched with a video showing famous Athletic fans wearing the jersey. Both a website and POS in the brand’s stores offered people the chance to wear the jersey. The lucky winners carried a GPS-equipped mobile which allowed viewers to track the jersey’s movements on the website.

2,168 entered the draw in just a week (despite being Easter week).66 winners sported the jerseys before the players.245 of Bilbao’s key spots were poured into the jersey.14,189 site unique visitors.Fans from other regions of Spain and as far out as Argentina or Santiago de Chile, signed up to be one of the jersey bearers.

The unveil event was shown on all major Spanish TV stations, including Channel Cuatro News' playback of the entire campaign video (90 seconds of free air time).