#FeelTheColours: how we hacked a LaLiga club crisis and turned it into an opportunity
A divisive institutional campaign, 48 hours to the transfer deadline, and a decision to respond with ingenuity instead of a complaint.
- Crisis
- Sport
- Brand
The #FeelTheColours campaign, initially launched by the Generalitat of Catalonia in collaboration with FC Barcelona, aimed to celebrate the colours of Catalan sport. However, by highlighting only one club, the campaign risked being divisive. RCD Espanyol de Barcelona recognised this as an opportunity to highlight the region's true diversity and make the campaign more inclusive.
How we hacked the opportunity: 48 hours of creativity
With the transfer market deadline fast approaching, we moved quickly. In under 24 hours, we:
- Built an inclusive website, www.feelthecolours.com, to fill the void left by the original campaign.
- Created a platform inviting all Catalan sports entities and fans to participate.
- Produced a campaign video and launched a playful Twitter thread filled with irony and a rebellious tone, capturing the spirit of pluralism and openness.
Instead of complaining or protesting, we decided to harness ingenuity, creativity and irony to transform a crisis into a major opportunity. This approach not only helped us turn the situation around but also positioned us strategically as a key partner and connector within Catalan sport, opening doors to new collaborations and strengthening our presence in the industry.
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Results: more than just numbers
- We generated quadruple the engagement of the original campaign.
- We sparked widespread debate and media attention, both nationally and internationally.
- Over 40 sports entities and hundreds of fans, alongside loyal Espanyol supporters, joined the movement.
This campaign helped us build bridges and foster connections, proving that sport transcends club colours. We are deeply grateful to everyone who embraced the initiative, and the journey doesn't stop here. We are determined to continue amplifying the vibrant spectrum of Catalan sport.