Cannes Lions

FOOTBALL MAGAZINE

LOLA LOWE MADRID, Madrid / LIBERO / 2014

Awards:

4 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Case Film
MP3 Original Language
MP3 Original Language
MP3 Original Language
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Case Film
Supporting Content
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Case Film
MP3 Original Language
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Overview

Entries

Credits

Overview

Description

Libero is a Spanish football magazine that talks about football, but also about style, culture and much more. A mix between Monocle, GQ and a classic sports magazine.

So, to create the brand’s first ad campaign we decided to do with the ads what the magazine does with men: explain life through football.

Execution

“If they explain it with football, you get it”. A simple concept which made an unknown magazine become an essential part of the country’s popular culture, the digital world and the conversations of millions of men around the world.

Because it was relevant to the brand's unique journalist product, but also to the target and the target's counterparts.

The interesting decision was to talk to men through women. That way we not only engage with male football lovers, but with the whole world.

Outcome

The conversations got started in so many different media, that a campaign intended for the Spanish market quickly burst through all the boundaries.

And most importantly, the magazine won an amazing set of loyal supporters all over the planet.

Here are the "season results"...

+1.6 million You Tube views (with no budget behind it).

+2 million Twitter impressions.

+335% Twitter followers.

+220% Facebook fans.

+263% local subscribers.

+600% international subscribers.

+1150% app downloads.

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