Wed, 18 Jan 2017 11:26:37 GMT
A new campaign celebrates Scotiabank’s sponsorship of the iconic FC Barcelona football team and their involvement in supporting thousands of youth football teams across Latin America.
No matter where a child grows up in Latin America, they dream of being their football hero and scoring that magical goal that puts them in the history books. “Futbol Dreams” campaign brings this to life by perfectly recreating four goals from four iconic players of FC Barcelona.
Football is a part of Latin American identity and has been for over a century. Scotiabank really wanted to give people in countries like Mexico, Chile, and Peru something that was stirring. After all, it’s football and FC Barcelona and that combination helps them feel incredibly connected to the game.
Whether you play on a rural farm and have humble beginnings or a big city and play in a city square, the dream of being an iconic player and scoring an iconic goal, is something people across Latin America can relate to.
Joseph Bonnici, ECD/Partner at Bensimon Byrne, was asked about the campaign:
Q> Can you tell us about Bensimon Byrne's ongoing campaign for Scotiabank and the brand's ongoing commitment to supporting kids in sports in Canada and Latin America?
JB> This Scotiabank campaign actually has its roots in Canada. Hockey Dreams was a campaign that generated an incredibly passionate response from Canadians. But the idea of children dreaming of one day being an iconic player crosses every border. So Scotiabank decided to take the idea that started in Canada, and as a global brand, bring it to life in countries across South America.
Scotiabank supports over 8000 community hockey teams across Canada, and thousands of football teams in countries like Mexico, Peru, Chile and the Caribbean. Thousands of Scotiabankers are involved at a grassroots level, volunteering any support they can, to grow the game and make sure every child has a chance to play sport.
It’s important for kids to play the sport because it teaches them the value of hard work and determination. But they also learn one other magical thing: they learn to dream.
Dream big at the youngest of ages. Dream about putting on the famous striped FC Barcelona jersey with the thunder of almost 100,000 fans rumbling above in anticipation of the great moment that awaits.
Q> "Futbol Dreams" features kids re-enacting incredible goals by FC’s most epic players. Messi, Pique, Iniesta, and Sotil. Can you tell us any more about them?
JB> The first player is Sotil. Sotil is an icon in Peru and played for FC Barcelona. He was part of the Peruvian squad that won the Copa América 1975. He also played for Peru at the 1970 and 1978 FIFA World Cups. He won the 1973–74 La Liga title with FC Barcelona.
The second player is Gerard Pique (and Shakira’s husband) .Gerard Piqué plays as a centre-back for FC Barcelona. Immensely popular. A product of Barça's cantera, La Masia
The third player is Iniesta. A massive superstar and also a product of La Masia. The goal featured was scored against arch-rival, Real Madrid. Iniesta received a standing ovation from the Real Madrid crowd. One of the only times in history that has happened.
The last player needs no introduction. Lionel Messi, the world’s greatest football player and a symbol of dreaming big for kids across Latin America. The goal that is featured is the goal that made him the all-time leading scorer in the Spanish League La Liga with 252 goals and counting.
Q> Can you tell us any interesting facts on shooting this spot?
JB> We worked with director Gary Freedman (Glue Society) and Toronto-based production company OPC because he understood that this was all about authenticity and getting the details right. He also understands the culture of football being a passionate British football fan. He previously shot Hockey Dreams with us and we’ve developed a short hand when it comes to creating a sense of authenticity to this campaign. Yet, we really did want to showcase “the beautiful game” through children’s eyes.
To make sure this was really authentic, we didn’t cast actors. We cast little kids who were skilled players. You can’t fake the intensity in their eyes. We had an on-set football coach that ran the kids through the play again and again. The intensity on their faces is real.
The most difficult part of the entire shoot was trying to choreograph 5 kids to land exactly where players are in that photograph. That was incredibly difficult. But to show you the passion of these kids, the had to play football all day and run through play after play. But in between takes, guess what they were doing in their downtime? Playing football.
Q> When & how will the spot be launched - online, TV, cinema etc?.
JB> The campaign launches on social and digital on January 14th. It will roll out through several channels, including Scotiabank’s twitter and Facebook channels, plus FC Barcelona’s vast social network.view more - Creative
Creative Agency: Bensimon Byrne
Categories: Banking, FinanceBensimon Byrne, Wed, 18 Jan 2017 11:26:37 GMT