Líbero launches first campaign

LOLA is the agency responsible for the recently-launched first campaign from Líbero magazine, with which the publication is aiming to distance itself from the traditional Spanish sporting press and position itself as a magazine with broader content.

“Si te lo explican con futbol (If they explain it to you with football)” is the concept created by the agency to put across the message that Líbero is not just a football magazine, but also one that uses the country’s most popular sport to discuss other topics such as culture, art and style, among others.

“Football is culture and it is an optimistic form of entertainment that is useful for society, just as cinema and literature can be too. This sport needs a bit of calm and novelty though, if we don’t want it to end up being devoured by the tabloids,” said Diego Barcala, Director of the magazine.

For Pancho Cassis, Creative Director of LOLA Madrid, “the world of football is much richer and more interesting than what goes on at the Nou Camp on a Tuesday.”

“When we got to Spain the bias of the Spanish press really caught our attention. And working for Líbero we have had the opportunity to put this to one side and put football in the day to day of men,” said Nicolás Gómez, the campaign’s copywriter.

The campaign, which consists of five adverts, was produced by Blur and directed by the Argentine Federico Cummins, who also made the famed “Horse of Troy” campaign from Stella Artois Argentina.