The brief was to continue creating campaigns with a common creative thread for the three different teams, as we did with last year's campaign (https://www.youtube.com/watch?v=YI3RiLKDYwc, https://www.youtube.com/watch?v=f2N6B4cihyw, https://www.youtube.com/watch?v=2HmwASrcvb0), which were highly regarded by the fans.

But this time taking it a step further and adding more emotion, to further enhance the likeability and the engagement between fans and sponsor.

The objective was to cement Betano's status as a genuine football supporter,

a strategic objective of the brand since day one.

The core of the idea is that the love for the club we support is amplified when it is shared with other fans. Using the shirt of the club as a symbol, we showed how this love "travels" from one fan to the other, all over the country. Starting from the end of a winning match and finishing at the beginning of the next home match, the shirt has come full circle, uniting fans in a unique way.

There is a big trend in the last few years where fans are waiting the players at the end of a match asking for their shirts, to keep as a trophy. We used this common image as the backbone of these three stories, that show the positive side of football supporting. Which was important, since Betano as sponsor of all three big teams, always wants to convey messages of unity and positivity.

In order to create an authentic feeling, since the fans are the real heroes of the campaign, we decided to use 16mm analog film and natural, hand held cinematography.

Since the campaign hasn't yet concluded, we don't have final results of the reach, likeability and impact.