MARCA is the leading daily newspaper in Spain. It´s a sports newspaper, which people closely, almost exclusively, associate with football. However, MARCA is much more than football: it covers every sport.

We converted the city into a huge, interactive sports scenario, associating urban elements and daily activities with the practice of diverse sports.

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We took advantage of Madrid's pitch for the 2012 Olympics, and the visit of the Olympic committee members, to demonstrate in the street that MARCA is much more than just football, by backing Madrid as the best candidate city, and, by association, supporting the whole range of Olympic sports.