Peach
Hobby home page
liahome
Soundlounge
Five By Five
jw collective
Contemplative Reptile
Please Select
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Football Rivalries Vanish During Ground Breaking Music Experiment for Spanish Football League

Creative 164 Add to collection

McCann created the campaign with LaLiga to launch their new musical identity

Football Rivalries Vanish During Ground Breaking Music Experiment for Spanish Football League
In order to launch their new musical identity, LaLiga synchronised the hearts of football fans’ while they sang it.

All the participants were fans of different and most importantly, rival football clubs. The outcome, rivalries can be put aside, the love for football is the same and unites everybody.
 
The experiment was inspired by a scientific study carried out by the University of Gothenburg, Sweden, which linked the synchronisation of heartbeat rates of different people due to the emotions felt during singing the same song. 42 fans of different LaLiga clubs were chosen from 4000 volunteers, from both LaLiga Santander and LaLiga SmartBank clubs, to take part in the campaign’s sound experiment. The experiment took part in Madrid and was conducted by a Spanish cardiologist from the Clinico University Hospital in Valladolid. The frequency and parameters of each participant’s heart rate were monitored with the help of cutting-edge technology, linked to a screen where the specialists supervised all fans’ heart rates. 

Lucas Vidal, Spanish prodigy and composer of LaLiga's musical identity, unified the choir and set the tempo for the song. Contact among the fans was prevented and everybody wore black shirts to conceal their team allegiance. At the end, 100% of the subjects’ heart rates matched one another and synchronised to perfection during the song.


“The passion for football is something that all fans share. Sometimes rivalry makes us lose sight of that. At LaLiga, we are convinced that football is a great link that connects and brings together everyone who loves the sport.” declared Enrique Moreno, LaLiga’s global brand and assets director.

“Since the ideation, we looked to do an experience that unites all the rival fans hearts, not in a metaphorically approach, but in a real and tangible way.” added Raquel Martínez, McCann Madrid creative executive director.
 
“It was amazing to see how they worked together, no matter where they came from or what club they represented. Everyone was under the spell of the LaLiga soundtrack. They felt it and made it their own.” said Lucas Vidal, the composer of LaLiga's musical identity.
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Creative

AGENCY: McCann Madrid

ADVERTISER: LaLiga

CLIENT CONTACTS: Enrique Moreno, Anastasia Llorens, Juan Girón, María Fernanda Díaz

CREATIVES TEAM: Mónica Moro, Raquel Martínez, Matías Visciglia, Borja Diego, Rafael Martínez, Miguel Moreno

ACCOUNTS TEAM: Blanca Fernández, Raúl Romero, Sergio San Millán

STRATEGY TEAM: Marc Escrig, Pascual Martínez

AGENCY AUDIO-VISUAL PRODUCTION: Paloma Adrien, Mercedes García Parreño

Production

PRODUCTION COMPANY: Mediapro

PRODUCTION COMPANY TEAM: Jose Quilez, Silvia García, Geni Nieto

DIRECTOR: Álvaro Brechner

MUSICAL COMPOSER: Lucas Vidal

POST-PRODUCTION STUDIO/ SOUND STUDIO: McNulty / The Lobby Studios

TITLE: '42 Pasiones'

MEDIA AGENCY: Havas Media

MUSIC: Track Experimento LaLiga / Musical Identity LaLiga

Genres: Music & Sound Design, People, Dialogue

Categories: Sports and Leisure, Sports clubs

McCann EMEA, Thu, 28 Nov 2019 09:21:30 GMT