🏅 nutmeg fc d'or 2024. Part 2.
nutmeg fc #59.
With a short break so as not to overshadow the FIFA The Best awards ceremony (congratulations Vini Jr, Dibu Martínez, Ancelotti, Garnacho and the rest of the winners), I return the spotlight to former Manchester United 7 and Real Madrid 23, David Beckham, to present the last five nutmeg fc d'ors.
Julián Álvarez (Atlético de Madrid).
I apologise for the cliché, but with a great signing comes great responsibility and the marketing and creative team at Atlético de Madrid took charge. Or, as they say in Argentina, they put on the 10. Well, the 19 in this case.
They started with a more fun tone with memes, photomontages and the appearance of a retro shirt to take advantage of the celebration alla Spider-man of the Argentinian striker.
The second step was institutional. Official announcement on social media, photos in the stadium, together with the president, unveiling of the jersey number and the required interview.
And it ended in style, with a reception at the Metropolitano where the popularity of a character who, like the real Spider-man (well, not real, but you get the idea) has a shy smile, is eternally optimistic, has no tattoos and is incredibly magnetic for the kids.
Test Bético (Real Betis Balompié).
A large number of fans are both fans of their own team and anti the rival team. That's why the fact that one of the most important moments in their lives is in the colours of their nemesis can tarnish, if not ruin it.
That is the premise of Test Bético, the pregnancy test created by Real Betis Balompié which, when the result is positive, shows two green stripes on white, instead of the classic red stripes (the colours of Sevilla).
It seems silly because we have naturalised it, but imagine what River Plate fans would feel if the pregnancy tests were blue and yellow; Real Madrid fans if they were blaugranas; Juventus fans if they were nerazzurri; etc, etc, etc, etc.
Ballboards (Mercado Livre).
The category of traditional advertising includes classic advertising formats (such as television commercials, radio spots, print ads or outdoor advertising), but also classic sports sponsorship formats, such as advertising on the jersey or on the billboards next to the pitch.
And it is for the creative innovation and its conceptual use in the latter section that Mercado Livre wins this year's award.
For those who don't know the brand, Mercado Libre is, in many South American countries, as big as Amazon is in the rest of the world. Mercado Livre, with a v, is the Brazilian version of this brand and, to communicate its speed of delivery, decided to create a different billboard.
The results say it all.
AFC Ajax.
Johan Cruyff used to say that dribbling is easy, you just have to see where your opponent is going and go the other way.
This principle, which is logical for playing football, does not seem to work in the brand development of football clubs. With nuances, but they all go more or less the same way.
And then comes AFC Ajax, the school of Cruyff, and it goes the other way.
While all the clubs are struggling to modernise and be ahead of their time, Ajax is becoming more classical. When everyone chooses fast, dynamic video edits, with contemporary music, they go with calm and classical music. When everyone redesigns their crests to perform better in digital formats, they reclaim their old crest. And not because the fans voted for it, but because trends go out of fashion, but nostalgia is permanent.
Check in those around you* (Norwich City).
We finish with one of the most impactful actions of the year. Storytelling at its purest. Nothing more to add.
* Technically, this idea is not from 2024, but if you don't say anything, I won't either.