A football field and 600 kilos of lime: the manifesto of “El larguero” about his passion for sport

Jane Anderson
Jane Anderson
Campo de fútbol pintado

The radio sports program “The stringer”, issued in the chain Being, celebrates its 35th anniversary, and to communicate this it has carried out a special outdoor advertising action with which it wants to convey its way of understanding, informing and narrating sport and celebrating the passion shared with its listeners.

Thus, with the help of the agency Havas Creativehas written a message on the entire surface of a football field, specifically that of the CF Campo Real stadium. For this he has used 600 kg. of lime and 3,500 square meters of painted terrain, and has collaborated with a team of specialized muralists to carry out the artistic work.

The final whistle is the beginning. Lights off, spirits on, we spoke with a dead ball and with an unbound heart. Because a beautiful game must be told beautifully. This is ‘The Larguero” is the message that has been written in lime on the grass. It supposes a manifesto that reflects the values ​​of the program, These being, as they explain, the commitment to sport and a unique way of telling it from passion and respect.

The selection of a minor team’s field is not trivial, since it seeks to highlight the dedication of “El larguero” towards football in its purest state. For this reason he has resorted to a local stadium, since in them the sport is lived with the same passion as in the big competitions.

For us, good football, in addition to being a great sport to enjoy, contributes good things to society. Now more than ever, it should be a shared experience and healthy fun”; commented Óscar Ocaña, director of Marketing and Innovation at PRISA Medi, in a statement. “That’s where Being is, in the emotion and euphoria of live narration, with “Carrusel”; and in the reflection, passion and fun afterwards, with “El Larguero”“.

The activation has a media planning that has been carried out by Havas Media. It will be executed by combining different related environments conditioned to the league matches, in such a way that it will have a presence in mupis, large format digital screens and buses in the vicinity of sports stadiums from Madrid, Barcelona and Seville. It also includes a banner near the Santiago Bernabéu Stadium, and a presence on social networks, YouTube and programmatic, as well as Grupo Prisa’s own channels.

The “Carousel Deportivo” spot

Cadena Ser is also promoting “Sports Carousel” with a new spot, titled “Where there is football there is Dani Garrido”. The piece, which premiered on Movistar+ on September 27, reflects the program’s passion for sport and its willingness to offer all the information related to football from professionalism and passion.

“The stringer” technical sheet

  • Campaign: El Larguero on the pitch
  • Advertiser: Cadena SER
    • Brand: El Larguero
    • Client contact: Óscar Ocaña, Laura Madera, Lucía Fernández
  • Creative Agency: Havas Creative
    • Creative team: Nacho Soria, Diana Casadiego, Fede Botella, Daniel Albadalejo, Javier Pulpón, Eva Cruz, Loreto Marrero, Javier Astray, Marco Di, Álvaro de la Calle
    • Account team: Nerea Santacreu, Elena Moreno, Alejandro Torreblanca
    • Production team: Raquel Pérez, Cristina Viver
  • Production company: Vinuesa Films & Tour Films
    • Director: Eduardo Vinuesa Díaz
    • Producer: Santiago Winer
  • Artistic Producer: Vasito de Leche Studio
    • Photographer: Blanca Martín Secades
    • Postproduction: Ignacio Leonardi
  • Media Agency: Havas Media
    • Media Team: Mónica de Santos and Josep Tarragó

“Sports Carousel” technical sheet

  • Campaign: Where there is football, there is Dani Garrido
  • Advertiser: Cadena SER
    • Product: Sports Carousel
    • Client: Óscar Ocaña, Laura Madera, Lucía Fernández
  • Creative Agency: Havas Creative
    • Creative team: Nacho Soria, Diana Casadiego, Fede Botella, Daniel Albadalejo, Javier Pulpón.
    • Account team: Nerea Santacreu, Elena Moreno, Alejandro Torreblanca
    • Production team: Raquel Pérez, Cristina Viver
  • Production company: Vietnam
    • Director: Tony Prado Lorenzo