havas Content printed form Havas - The Download - https://download.havas.com/behind-the-work/football-can/
Work

Football Can...

Football Can...

Michael Carnevale

Michael Carnevale

October 8, 2018

Be a driving force for people, cities, and communities.

"They do help a lot of people to grow, to transform their lives, to fulfill their dreams, to prosper. Just like football."

Jesús Lada, Chief Creative Officer at Havas Spain, breaks down their latest campaign for Santander Bank by highlighting all of the ways that football, and the folks at Santander, positively affect the lives of so many. It’s a message that we can all get behind.

 

How did the team manage to connect the passion for football with Santander Bank?  

Well, it is not only about the passion. We are talking about something much bigger with “Football Can.” We are talking about transformation. About prosperity. About growing and, yes, screaming, crying, and laughing. Our perception of a bank usually is cold, but in reality it shouldn’t be like that. They do help a lot of people to grow, to transform their lives, to fulfill their dreams, to prosper. Just like football.

What were the insights that led to this idea?  

We, the creative team who worked on the campaign, are football fans too. So we know how football can affect people. Of course, we had a plethora of insights, many that didn’t fit the bank’s purposes. But “Football Can” is an ongoing project, and we will be showing much more insights and continuing to develop this concept during the year.

" But football has the power to move you. To improve things. To make a difference. And that’s the part that Santander wants to highlight."

Why the variety of stories and people in one spot, rather than one storyline?

I think it makes the concept much bigger. Football affects human lives in so many ways, and showing just one way wouldn’t be enough. The transformative power of football can go from just making Sunday better to promoting peace. That’s what we tried to show.

How might this spot appeal to those who aren’t sports fans?

Well, obviously the targets of this spot are football fans. But I think we all can agree, both football fans and passive viewers, that this sport is big. So much so that it can bring about change. And of course, there’s also an ugly side of football that can spark violence and greed. But football has the power to move you. To improve things. To make a difference. And that’s the part that Santander wants to highlight.

What does Santander Bank want viewers to take away from this spot?

Well, “Football Can” is not just a TV commercial. It’s a communication platform. Santander works to help individuals and society prosper. Football has impact, and that’s why Santander sponsors La Liga Copa Libertadores and now the UEFA Champions League. So in this commercial, we tried to show this vision. We wanted to show why Santander is active in this space. Why they are attached to this sport. It is a sponsorship with purpose. That is what we all wanted to take away from “Football Can.”

"They do help a lot of people to grow, to transform their lives, to fulfill their dreams, to prosper. Just like football."

Jesús Lada, Chief Creative Officer at Havas Spain, breaks down their latest campaign for Santander Bank by highlighting all of the ways that football, and the folks at Santander, positively affect the lives of so many. It’s a message that we can all get behind.

 

How did the team manage to connect the passion for football with Santander Bank?  

Well, it is not only about the passion. We are talking about something much bigger with “Football Can.” We are talking about transformation. About prosperity. About growing and, yes, screaming, crying, and laughing. Our perception of a bank usually is cold, but in reality it shouldn’t be like that. They do help a lot of people to grow, to transform their lives, to fulfill their dreams, to prosper. Just like football.

What were the insights that led to this idea?  

We, the creative team who worked on the campaign, are football fans too. So we know how football can affect people. Of course, we had a plethora of insights, many that didn’t fit the bank’s purposes. But “Football Can” is an ongoing project, and we will be showing much more insights and continuing to develop this concept during the year.

" But football has the power to move you. To improve things. To make a difference. And that’s the part that Santander wants to highlight."

Why the variety of stories and people in one spot, rather than one storyline?

I think it makes the concept much bigger. Football affects human lives in so many ways, and showing just one way wouldn’t be enough. The transformative power of football can go from just making Sunday better to promoting peace. That’s what we tried to show.

How might this spot appeal to those who aren’t sports fans?

Well, obviously the targets of this spot are football fans. But I think we all can agree, both football fans and passive viewers, that this sport is big. So much so that it can bring about change. And of course, there’s also an ugly side of football that can spark violence and greed. But football has the power to move you. To improve things. To make a difference. And that’s the part that Santander wants to highlight.

What does Santander Bank want viewers to take away from this spot?

Well, “Football Can” is not just a TV commercial. It’s a communication platform. Santander works to help individuals and society prosper. Football has impact, and that’s why Santander sponsors La Liga Copa Libertadores and now the UEFA Champions League. So in this commercial, we tried to show this vision. We wanted to show why Santander is active in this space. Why they are attached to this sport. It is a sponsorship with purpose. That is what we all wanted to take away from “Football Can.”

contact our office

Call:

Stop by:

Connect: