LaLiga breathes life into the power of football's collective strength

LaLiga has rolled out a campaign 'the power of all' that showcases the football league's new brand positioning and highlights the strength of the collective in bringing about change in society through the sport. 

 

Conceptualised by El Ruso de Rocky, the film captures the essence of football, highlighting unity and strength as the elements that give meaning to LaLiga. It features a young boy who, under the watchful eye of his classmates, prepares to take a penalty kick. The boy takes a deep breath, a distinctive signal to gather energy at key moments in the game. It then goes on to show multiple groups of people taking a breath from around the globe, as a metaphor for encouraging the boy and giving him the confidence to kick the ball. The film aims to showcase the power of groups when it acts as one. 

 

Ángel Fernández, head of global brand and strategy, LaLiga, said, "As a global brand, LaLiga assumes the responsibility of being a role model and generating a positive impact on society. We are experiencing an unprecedented transformation and want to pay tribute to all those who are part of our football; without them, we would not be the same. We want to inspire the entire world with a global and unifying value proposition.”

 

Lucas Paulino, founder, El Ruso de Rocky, said, "For El Ruso de Rocky and for me as a creative, I am extremely proud to be part of this power, of this change. I truly believe that LALIGA is a brand that is only now beginning to emerge, that the best is yet to come and that together we are going to position the brand as one of the coolest and most authentic in this country. We just have to keep walking the path we have started. Altogether, of course, because that is how our power becomes invincible."