Entertainment Lions For Sport > Challenges & Breakthroughs

OLIVEIRA DOS CEN ANOS

REAL CLUB CELTA, Vigo / REAL CLUB CELTA / 2024

Awards:

Gold Cannes Lions
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Case Film
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Overview

Credits

Overview

Why is this work relevant for Sport?

Oliveira Dos Cen Anos appears as an answer to RC Celta’s need to create an anthem for their centenary, however, what the club achieved was a unique masterpiece woven to perfection to commemorate a once-in-a-lifetime milestone and which went far beyond the football landscape by breaking into mainstream culture.

As other emblematic anthems did in the past, such as You'll Never Walk Alone by Gerry and the Pacemakers, Oliveira dos Cen Anos crossed over into popular music culture by conducting thorough research and ingenuity and great artistic value.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

The whole song is an ode to Galician culture, focusing on what best represents Celta: the identity, landscapes, the Celta fans of today and those from the past. On the one hand, the composition of the anthem is in Galician. The artists who interpret the song are legendary groups from the Galician music scene, such as Coral Casablanca or Lagharteiras. Finally, the rhythm and lyrics represent Galician traditional folk music.

The entire video clip is filmed in some of Galicia’s most emblematic landscapes, highlighting the Vigo Bay area’s imagery, the likes of Rande bridge, the island of San Simon and the Bay’s famous ‘bateas’ which harvest mussels, one of the most renowned local delicacies.

In addition, in order to represent Galician roots and matriarchy, women take on a special role in the song and throughout the video. The piece highlights the importance of women amongst Galician society with the dominance of Lagharteiras and their powerful voices.

Background

The moment that internationally renowned artist, C. Tangana, showed interest in taking on the challenge of composing Real Club Celta’s anthem for its centenary, the club knew that it could not pass up on the golden opportunity that had presented itself.

In 2023, the club’s 100th year anniversary came amongst complicated circumstances. In the final match of the 22/23 season, an agonizing save from an almost certain relegation was achieved after an unexpected victory from the sky-blues who beat league champion, FC Barcelona. After another poor end to the season, disappointment reigns amongst the fans, who have no hope in getting any better in the centenary year of their beloved club.

The club has roughly 13,000 season-ticket holders, showing a clear divide between the club and its fans by hitting a historic low. What can the club do to reconcile with its fanbase as it enters its second century?

Describe the strategy & insight

An international focus, branching out from our local identity. Showing our land to new audiences through new channels.

Our language. Exposing our mother tongue as a living force, by an artist with 9.6 million monthly listeners on Spotify and songs that exceed 300M views. Galician has inspired art for centuries, and with this work we wanted to position it once again at the top.

Putting Galicia at the centre of the world by highlighting its cultural wealth, recovering lost verses and bars from ancient works of art to elevate them to the heavens of today’s music.

Embracing the success ecosystem that Galicia provides, where RC Celta has become its greatest exponent as the only representative of Galician football in top-flight Spanish football.

Our values. The importance of Galician society, firstly through its women, given our matriarchal tradition. Secondly through immigration, representing Galician exile and the migrant nature of our people.

Describe the creative idea

The artist C. Tangana, hand-in-hand with the club, took on a project which is difficult to explain. The goal: To create a love letter to Galicia, our land, and a tribute to our culture and tradition.

At the start of the anthem's composition, we immersed ourselves in an exhaustive investigation of sound and linguistic culture, shaping an identity that became the foundation of this audiovisual masterpiece. We united our origins and tradition with the latest music, gave it a movie aesthetic and presented it to the world. The lyrics of the Oliveira dos Cen Anos bear on this season’s playing shirts and resonate every weekend at the Abanca Balaídos stadium through the singing of our fans.

Describe the craft & execution

On the 18th of February 2021, the project kicked-off thanks to a tweet from C. Tangana. The artist enquired whether he could try to create the anthem for the club’s one hundredth anniversary.

After hours of research and a deep dive into traditional Galician music, the final project came to fruition.

The standout elements amongst the videoclip are Vigo Bay’s ‘bateas’, used to harvest mussels, Rande bridge and the island of San Simon. Furthermore, other main characters include features from emblematic artists from Galician culture, such as Lagharteiras, Keltoi and others, as well as a hefty representation of Celta’s fan base portraying their habitual epic atmosphere.

Describe the results

The reception of the piece was overwhelming. As of July 17th it boasted 323,586 interactions, 5,859,874 impressions and 1,751,660 views. This was only the first ten days. Our organic posts, in terms of advertising income, generated €172,724.52 according to Blinkfire.

Our anthem crossed borders; International press such as the NY Times included Oliveira Dos Cen Anos in its popular list Top 10 songs of the week. Billboard did the same, and Oliveira dos Cen Anos won multiple surveys amongst readers. Other outlets such as The Guardian wrote dedicated articles.

On launch day, the artist’s teaser exceeded 500,000 views on social media, reaching the figure of 3.8 million views as of today for the short clip.

Today, the anthem has 2.7 million views on YouTube and 3.8 million listens on Spotify which shows that over the months the anthem’s revolution has not passed, continuing to push strong amongst fans and listeners.

Please tell us about the social behaviour and cultural insight that inspired the work.

Oliveira dos Cen Anos has become a piece of Galician tradition, an authentic song of love: love for Galicia and love for RC Celta. The challenge was to avoid making a mainstream production by bringing to life a unique and once-in-a-lifetime masterpiece, which represented Galician culture.

The objective was to appeal to fans of the past, present and future, by representing the team, the city, their people and their colours.

The lyrics are loaded with a plethora of references to Galicia, making an extensive show of its culture and landscape.

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