'Explain It To Him With Football'

Lola Lowe Madrid has launched the first campaign for Líbero magazine, with which the publication is aiming to distance itself from the traditional Spanish sporting press and position itself as a magazine with broader content.

 
The 'If they explain it to you with football, you get it' concept is aimed to put across the message that Líbero is not just a football magazine, but also one that uses the world’s most popular sport to talk about other topics such as culture, art and style.

 

 
“Football is culture and it is an optimistic form of entertainment that is useful for society, just as cinema and literature can be too. This sport needs a bit of calm and novelty though, if we don’t want it to end up being devoured by the tabloids,” said Diego Barcala, Director of the magazine.

 

 
For Pancho Cassis, Creative Director of LOLA Madrid: “the world of football is much richer and more interesting than what goes on at the Bernabéu on a Tuesday.”

 
“When we got to Spain the bias of the Spanish press really caught our attention. And working for Líbero we have had the opportunity to put this to one side and put football in the day-to-day of men,” said Nicolás Gómez, the campaign’s copywriter.

 

The campaign will also have a Twitter presence, where the magazine will try to explain everyday news with tweets in a football language using the hashtag #siteloexplicanconfutbol (iftheyexplainittoyouwithfootball).

 

 
The TV ads were produced by Blur and shot by Argentine director Federico Cummins, who also made the famed 'Horse of Troy' campaign for Stella Artois Argentina.

 
LOLA is the strategic and creative hub of Lowe & Partners in Spain, which also exports its creativity and global ideas for large brands such as Magnum, Rexona, Cornetto and Fruttare.

 
Credits

Title: Men understand better
Agency: Lola / Lowe & Partners
Client: Líbero Football Magazine 
Executive Creative Director: Chacho Puebla
Creative Director: Francisco Cassis, Sito Morillo
Copywriter: Nicolás Gómez Cal, Sito Morillo
Art director: Bruno Nakano
Designer: Nicolás Ordozgoiti
Client contact: Diego Barcala, Oscar Abou-Kassem
Client Service Director: Daniele Cicini
Account executive: Laura Gerpe
Producer: Cristina Español
Production Company: Blur
Director: Federico Cummins 
Post Production: Serena