The largest team

Creative project with social impact

Challenge

In a country where almost 13 million people live at risk of poverty or social exclusion, getting citizens to check the X for Solidarity on their tax returns remains an urgent and challenging task. Although it costs the taxpayer nothing, many people are still unaware of the existence or impact of this box. The challenge was clear: to transform an invisible gesture into a collective movement that would connect with the heart of popular culture.

Solution

We turned the campaign into a national call: "Sign up for the biggest team in Spain". Through a powerful soccer narrative, an emotional tone and a 360 strategy that combined television, radio, outdoor, social networks and institutional alliances, we managed to get more than 12.3 million people to mark the X Solidaria, adding almost 280,000 new additions compared to the previous year. An action that generated not only noise, but real results: 512 million euros raised and more than 600 social projects funded throughout the country.
The Solidaria 2024 campaign has been recognized as the Best Social Strategy in Integrated Campaign at the Publifestival, International Festival of Social Advertising. A recognition that reminds us that good communication can transform small gestures into big changes.

Social networks

We took the campaign to the digital arena with a native, emotional and highly shareable strategy. We created content adapted to each network, from reels to memes and infographics, inviting citizens to mark the X as a token for a collective cause. The result: thousands of interactions, shares and a digital community mobilized like never before.

Multi-format campaign

We took the creative concept to an infinite number of conventional media... and not so conventional. In addition to being present on television, radio, press and outdoors, we made the X Solidaria message reach unexpected places: from ONCE coupons to airplane seats. Each space was an opportunity to remember that ticking a box can change many lives. Creativity was not only adapted: it was multiplied.

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