2010 was the best year in the history of Spanish sport. Unfortunately, at the same time it was one of the toughest years for the country's economy. In this context Nike and Villar-Rosàs launched a campaign that was aired on the main TV channels and Internet just before the highlight of the year: the King of Spain's Christmas Speech.A closing message for the year, given by Pau Gasol, Rafael Nadal and Andrés Iniesta, to inspire the Spanish people to shine just like the country’s sportsmen did during 2010.

CREATIVE EXECUTIONAn inspiring message in which Nadal, Gasol and Iniesta cite all the achievements made by Spanish athletes in 2010, the worst year of the crisis. The message ends by encouraging the Spanish people to give the best of themselves in everything they do, using the values of sport as motivation.The video lasts 1 minute and was aired on the biggest national TV channels, seconds before the most anticipated end-of-year moment: The Christmas Speech by the King of Spain.A few days earlier we ran a teaser in national newspapers and across social networks to generate the expectation the main message deserved. After the launch, we continued transmitting the message in TV, print, online media and at events such as the San Silvestre Vallecana 10km race in Madrid.

RESULTS AND EFFECTIVENESSWe chose the best role models and the best time to use them.We reached a maximum audience by airing the message just before the King’s Speech across all the national TV channels at exactly the same time.We achieved similar success on the internet: one million views during the first two weeks.Moreover, the press was covering the message as part of the news, and the campaign was discussed in all the main media.The message moved and inspired. It reached people emotionally and motivated them. And of course, it was a viral hit.