Instead of telling supporters once again that the club has survived difficult periods, Movistar Estudiantes decided to turn that claim into an object that should literally be able to withstand them. For the Indestructibles campaign, agency Havas Creative Spain created the club’s shield from extremely resistant steel, 30 millimeters thick.
The idea draws on almost eight decades of the Madrid basketball club’s history, during which defeats, relegations, injuries and periods of crisis have come and gone, but not the identity around which generations of its supporters have gathered. The campaign therefore does not present resilience as a new quality the club wants to attribute to itself, but as something its history has already tested many times.
Indestructibles translates that story into the club’s most recognizable symbol. If Estudiantes is “indestructible,” the campaign’s logic was that its shield had to become indestructible too.
The material used to make it is designed for applications requiring a high level of ballistic protection, while the finished object was constructed to be exceptionally difficult to bend, penetrate or break. The manufacturing process itself became part of the communication. Steel plates, laser cutting, welding and assembly are shown before the film reveals what is actually being produced.
In this way, the making of is not simply documentation of how the prop was created, but a parallel between the way the material withstands impacts and the history of a club that has been taking them, in a different form, for almost 80 years.
“We wanted ‘Indestructibles’ to be more than a way of talking about Estudiantes. We wanted to prove it. Turning the club’s most important symbol into a physical representation of its resilience made that history something you can actually see, touch and put to the test” said Félix Carral, Executive Creative Director at Havas Creative Spain.
The shield was presented on September 9 at the Movistar Academy Magariños, where visitors could see it and witness first-hand how much impact it could withstand.
For the 2026/27 season-ticket campaign, the result is therefore an object that functions both as proof of the creative idea and as a summary of the story the club wants to convey to supporters: much has changed over eight decades, but Estudiantes has remained standing.
