A creative proposal was independently presented to Nike to raise awareness about the demographic crisis in Spain. The idea was to make an unexpected change during a televised football match, substituting a player with a man over 70 years old, symbolizing the consequences of the crisis in the sports field. The action would be complemented by a graphical piece from Nike on social media, where the slogan "Just do it" would be modified with a pacifier in the "O", suggesting "Hacelo por España" as a call to increase birth rates.
MATÍAS REPETTO
Campaign Objective:
The main objective of this creative action was to raise awareness about the demographic crisis in Spain and its potential repercussions in various areas of the country, including sports. The idea was to use a highly visible event, such as a televised soccer match, to impact the audience and direct them towards a deep reflection on this problem.
The Idea:
During a friendly soccer match between Spanish clubs, an unusual substitution was made in the last minutes of the game. A player from one of the teams was replaced by a man over 70 years old, who, pretending to be a footballer, entered the field. This act, unexpected and seemingly incongruous, aimed to represent the consequences of the demographic crisis, highlighting how the decrease in the young population could affect even the most popular sport in the country.
Audience Reaction:
The substitution puzzled the audience at the match, who, surprised by the scene, turned to the internet and social media for explanations. It was at that moment that Nike published a creative graphic on its digital platforms, explaining the reason behind the action.
Graphic Piece:
The graphic piece published by Nike used its iconic slogan "Just do it", but with a significant modification: the "O" in "Do" was replaced by the image of a pacifier, symbolizing the need to increase birth rates as a solution to the demographic crisis. The full slogan, "Just do it for Spain" or "Hacelo por España", played with the double meaning of the phrase, inviting Spaniards to have children for the good of the country.
Expected Outcome:
The creative action aimed not only to surprise but also to generate a debate in Spanish society about the demographic crisis and its implications. Through an innovative and emotional approach, Nike intended to inspire the audience to reflect on their role in the future of Spain, using sport as a mirror of the demographic realities of the country.