Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Diego Maradona, the legend of football in Argentina and worldwide, a player who surpassed football and captured men’s imagination, died on November 25th, in year 2020. Ten days ago, Jessica Hartley sent us a video which was designed and produced by Ogilvy Social.Lab agency for a Spanish football Magazine Panenka. In the lead role, we see a young fan of Maradona who is saying goodbye to the legend, offering him an old, waisted ball, now tied to a bundle of balloons raising up to heaven. His goal is that the ball reaches Maradona, so he could still play football, wherever he is. Since Maradona passed away so sudden, he probably forgot to bring his ball with him.
In the editorial office of Media Marketing, we decided to declare the video Ball of God – the video of the year.
The crises caused by pandemic has forced many creatives around the world to extract the last atoms of creativity. There were lots of amazing campaigns, lots of great creative ideas, but for us, this one is special. Great idea, top notch production on two different continents of the world, and all of it designed, filmed and delivered in only five days! Almost unbelievable!
On that occasion, we asked Jessica for an exclusive interview for Media Marketing with the creative team of the Ogilvy Social.Lab agency. Her interlocutors were Federico Botella Padila and Diego Lauton De Olivera (Spain) and Executive Creative Director Tolga Büyükdoğanay (Turkey).
- First of all, how did you all feel when you heard the news of Maradona’s passing, what went through your mind? And what was his impact?
Tolga: It was a big shock. When I was young and we played football on the streets of Istanbul and we always called out his name and tried to do his tricks on the streets. He created the number 10 in football, that magical number all football players wanted to have. Like 23 for Jordan. He is a football icon and what a pity that we lost him in a year like this.
- How did this project come about? What made the client reach out to Ogilvy Social.Lab to come up with a tribute – and what was the brief?
Federico/Diego: Since we already developed Panenka‘s previous campaign (the Strongest Shirts campaign, which repurposed football shirts of leading clubs as operating gowns to help hospitalised children face their toughest match.) back in Spain, they reached out to us again, now at Ogilvy Social.Lab, and this time asking for something special as a tribute to one of the best football players of all time, just after hours of him passing away.
- Can you describe the idea and what sparked the particular direction?
Federico/Diego: The idea came from our hearts and it’s a humble tribute. Maradona’s death was very unexpected and since he left us in a hurry, maybe he didn’t have the time to get his ball. So we decided to send it back to him, so he can be happy up there.
- Then how long did it take to get it made, and how did you manage to concept, shoot, edit and finalise the film so quickly?
Federico/Diego: Since the first contact with the client until the film was on air, was just five days. We needed to hurry, and we found an important partner to make that happen in the Spanish production company Be Sweet. They found a way of shooting it in Argentina, and this gave an even more special touch to the tribute. Apart from that, a lot of late hours and lots of cups of coffee to make sure that everything was delivered in a quality that fits Maradona’s name.
- Talk a bit about the approach in terms of the production, casting choices, location etc.
Federico/Diego: We chose to make everything as real as possible, so the production was basically all in Argentina, with a casting found in the local community, where we shot. We managed to find the characters and even a potrero (a typical football court found in poor neighborhoods in Buenos Aires) very similar to the one where Maradona started his career.
- How has the end result been received by client, fans and the wider public?
Tolga: Everyone who has seen the film gets emotional. We rhave eceived only positive feedback so far and some tears were shed too.
- How would you say this campaign fits in with your own ethos on creativity and the way that Ogilvy Social.Lab likes to work?
Tolga: For us, this was a challenge. Briefing to delivery in 5 days. But due to the new measures we are working purely online, so now we can have a shoot in Argentina in a matter of days. The idea was so engaging that everyone wanted to take part in it. So, we as an agency can take a news topic, create an idea for it and air it in a week. Something that normally takes much longer time. Who knows maybe this is the new way of working?
Agency: Ogilvy Social.Lab Amsterdam
Creatives: Federico Botella Padilla
Diego Lauton De Oliviera
ECD: Tolga Büyükdoğanay
Agency Producer: Tamara Bogard
Production: BeSweet film + PANENKA
Directors: Matias Saravia & Larissa Cambauva
Producer: Juan San Roman