Home Wins
Libero
Issue 55 | June 2020
Agency
DAVID, Madrid
Creative Team
Global CCO Pancho Cassis Executive Creative Directors Saulo Rocha, André Toledo Creative Directors Fred Bosch, Álvaro Palma Associate Creative Director Sébastien Rouvière Senior Art Director Camilo Jimenez
Other Credits
Account Director María García Head of Planning Patricia Urgoiti
Date
March 2020
Background
Libero is the most celebrated football magazine in Spain and Latin America. When Covid-19 forced many of its readers into quarantine, Libero wanted to help them cope with the stress and boredom.
Idea
“It’s Easier to win at Home” was a call for readers to follow the directions of the authorities and stay at home. Libero’s Home/Away football stats revealed that teams and players perform better when they play at home.
That became the basis for a campaign from which Libero gave everyone who wanted it free access to their entire archive so people could have something to read.
“It’s not world-changing, but it’s small help for football fans to cope with the quarantine” said André Toledo and Saulo Rocha, ECDs of David Madrid.
Results
Unknown
Our Thoughts
One of the worst aspects of shutdown has been the absence of sport. What Libero have done is help keep football alive for fans by making their content free to view. The ads make this generous gesture public in the obsessive language of sports nuts – through the fascinating stats. And the art director had fun with the sort of type and numbers you see on the back of teams’ shirts. Lovely (and creative) use of data.