MEDIAPRO brings together 42 hearts for the latest LaLiga promotional campaign
Mediapro Brands, behind the production of “42 pasiones”, together with Visyon
LaLiga set out to show all football fans that their love for football goes far beyond their passion for their club colors. The promotional campaign titled “When we celebrate together, the party is even bigger”, LaLiga is looking to promote a togetherness among fans from the LaLiga Santander and LaLiga SmartBank.
The campaign sees 42 fans, one from each club in the two leagues, come together for a ground-breaking experiment in Spain for the launch of the new sound-track to LaLiga, written by Lucas Vidal.
Mediapro Brands was responsible for the technical services along with Visyon as well as the production of the different audiovisual pieces created by the McCann agency, 3 adverts, 20 seconds, 30 seconds and a longer one close to 4 minutes long for TV, the cinema and online screenings where viewers can see the experiment in progress and the end result.
A few months ago, LaLiga went looking for those fans who never stop singing during the matches. More than 4,000 people signed up for the project and finally 42 fans were chosen from 8 different nationalities. They all travelled to Madrid without knowing exactly what surprises LaLiga had prepared for them.