Feet and Hands
Revista Líbero
Issue 56 | September 2020
Agency
DAVID Buenos Aires
Creative Team
CCO & Partner Pancho Cassis General Creative Directors Nicolás Vara, Ignacio Flotta Creative Directors Juan Pablo Tyrer, Nicolás Goldstein Art Director Pedro Mezzini Copywriter Augusto Callegari
Production Team
Head of Production Jimena Oliva Production House Primo Content
Other Credits
Client Director Diego Barcala
Date
June 2020
Background
Líbero is a Spanish/LatAm magazine dedicated to football. On June 11th, La Liga, the Spanish football league, returned to action behind closed doors. Though the state of emergency was officially ended on June 21st, a resurgence of coronavirus cases was still possible. Safety precautions, including the regular washing of hands, remained important.
Idea
For years, Líbero has run advertising around the theme of “If it’s explained with football, people get it”.
To welcome back football but also to encourage people to wash their hands, the video showed people watching football games on TV and doing as they do when in the grip of powerful emotions – bringing their hands to their mouths, clutching their faces, covering their eyes.
The message delivered was, "Dear players, whatever we do with our hands is in your feet".
Our Thoughts
Laxman Narasimhan is the CEO of Reckitt Benckiser. He has UNICEF data to show that globally only 17% of men wash their hands after going to the lavatory. In the UK, it’s 33% - though 99% claim they do. Now, most of us touch our faces more than 20 times an hour on average. Though Covid-19 is thought to be spread by inhaling droplets, those droplets can land on surfaces, which we touch with our hands.
Washing those hands is a big deal and if some people do need the message translated into the language of football for it to lodge, then great.